1 Learn the concept
Typography is a key component of almost every digital experience. However, its complexity and industry-specific language make it a common source of confusion. Learning the key terms helps you talk with other designers and make better decisions. This lesson explains the vocabulary in plain language.
2 See it in action
- Typeface and font: the design and its specific style or size.
- Serif and sans-serif: with or without small strokes on letters.
- Leading, kerning and tracking: spacing between lines, letter pairs and letters in general.
- Hierarchy, alignment and weight.
Worked example
Adjusting for readability
Problem: lines are too close together.
Fix: increase line spacing to about 1.4 to 1.6 times the font size for body text.
Problem: a heading looks uneven.
Fix: adjust kerning between two letters.
Result to look for: text that is comfortable to read.
3 Study an example
Example scenario
A client asks to "make the text feel less cramped." A designer who knows the terms increases leading and tracking slightly, and the text becomes easier to read.
4 Apply it and download
- Define eight terms in your own words.
- Find an example of each.
- Add them to your glossary.
Worksheet Brand style guide templateOpen, print or save as PDF