Overview
The art & technique of arranging type
What is typography?
Adjusting the space between individual characters to improve visual harmony
What is Kerning?
Characterized by the presence of small decorative strokes
What is a Serif font?
The invisible line characters sit on
What is the Baseline?
Hierarchy is achieved through variations in
What is font size, weight, style, color, and placement?
Overall visual style of characters
What is a typeface?
Adjusting the overall spacing between characters in a block of text
What is Tracking?
Characterized by the lack of decorative serifs & known for clean/modern appearance
What is a Sans-Serif font?
The height of lowercase letters such as x
What is the x-height
Varying font sizes
What is Size Contrast?
Specific variation of a typeface
What is a font?
The variation in attributes like size, weight, & style to create visual interest and emphasis
What is Contrast?
Characterized by mimicking cursive handwriting and are known for their flowing & interconnected characters
What is a Script font?
Parts of lowercase letter extending above the x-height
What are ascenders?
Vertical space between lines of text
What is Leading?
Hierarchy, alignment, kerning, leading, tracking, & contrast are the blank you can adjust to add interest and clarity
What are typography elements?
A design or layout that showcases the features of a typeface
What is Type Specimen?
Characterized by being highly stylized typefaces designed for eye-catching headlines and short bursts of text
What is a Display font?
The enclosed or partially enclosed interior space
Increases the space between characters, creating a more open & airier appearance
What is Loose Tracking?
Selecting two or more complementary typefaces to use together in a design
What is font paring?
The arrangement of different type elements to create clear importance & guide readers' attention
What is Type Hierarchy?
Arial, Helvetica, Futura, Gotham
What are Sans-Serif font examples?
This is found on letters like h,m,n
What is a Shoulder?
Maintains a consistent & even spacing
What is Balanced Tracking?