The Talk of Typography Unravelled

Good design encapsulates your message and communicates it in a memorable way. Here we present some of the fundamentals of good visual design.

Typography is the art and technique of arranging type in order to make language visible. The arrangement of type involves the selection of typefaces, point size, line length, leading (line spacing), adjusting the spaces between groups of letters (tracking) and adjusting the space between pairs of letters (kerning).

What is tracking and kerning?
Tracking is overall letter-spacing. The difference between the two terms is that tracking is the adjustment of space for groups of letters and entire blocks of text whereas kerning refers to the change in the overall appearance and readability of the text, making it more open and airy or more dense.

What does leading mean?
Leading refers to the distance between the baselines of successive lines of type. The term originated in the days of hand-typesetting, when thin strips of lead were inserted into the form to increase the vertical distance between lines of type.

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