Tech Terms you Must Know : Typography

Typography

FONT

Fonts or typefaces are what determine the look of your text—they are typically designed by people who specialize in type design. Fonts are organized by style family’s (Arial) and then grouped by weight with in that family (regular, italics, or bold).

KERNING

Kerning refers to the space between characters (letters, numbers, punctuation) and the process of adjusting that space to avoid unsightly gaps and improve the legibility of text.

LEADING (PRONOUNCED “LED-ING”)

Leading is the vertical distance between lines of text on a website—in other words the space between lines, a subtle (but important!) part of design appearance.

TRACKING

Tracking is the amount of space between words (as opposed to individual characters), and like kerning and leading, is essential for legibility.

TYPE HIERARCHY

Hierarchy is a method of using different font sizes and styles on a website in order to organize the site and make it more visually appealing. A web page with titles in a larger font than its body text or bold text separating sections is using type hierarchy (like this very article!).

SERIF

Serifs are small lines attached to the end of letters or symbols in “serif” font family (Times New Roman, Lucida Bright), distinguishing those fonts from “sans serif” font families (fonts without serifs, like Arial, Helvetica).

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Chandrashekhar Poddar

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