What is typography?

Display fonts

Display fonts come in many different styles, like script, blackletter, all caps, and just plain fancy.

Hierarchy

Hierarchy is used to guide the reader's eye to whatever is most important. In other words, it shows them where to begin and where to go next using different levels of emphasis.

Choosing a font

In a way, fonts have their own language. They all have something to say beyond the words on the page. They can come across as casual or neutral, exotic or graphic. That's why it's important to think about your message, then choose a font that fits.

Kerning

Kerning is the space between specific characters. Unlike tracking, it varies over the course of the word because each letter fits together differently.

Leading

Leading (rhymes with wedding) is the space between lines of text, also known as line spacing.

Sans serif fonts

Sans serif fonts don't have that extra stroke—hence the name, which is French for without serif.

Serif fonts

Serif fonts have little strokes called serifs attached to the main part of the letter.

Fonts to avoid

Some fonts come with extra baggage, including Comic Sans, Curlz, and Papyrus. There's nothing particularly wrong with these fonts—they just have a certain reputation for being outdated and overused.

Tracking

Tracking is the overall space between characters, sometimes called character spacing. Most programs let you condense or expand this depending on your needs.

Combining fonts

When deciding which fonts to use, less is more. It's best to limit yourself to one or two per project. If you need more contrast, try repeating one of your fonts in a different size, weight, or style. This trick is practically foolproof for creating interesting combinations that work.