What is a serif in typography?

A serif is a decorative stroke that finishes off the end of a letters stem (sometimes also called the “feet” of the letters). In turn, a serif font is a font that has serifs, while a sans serif is a font that does not (hence the “sans”).

How does typography influence decision making?

Typography influences decision making Typography has a profound effect on the way that users digest and perceive the information conveyed by the text. Eye-catching type is much more persuasive than weak fonts that don’t reinforce the message of the text.

Why should be there be variation in the typography of the page?

In a text-heavy design, we need to use typography design in order to differentiate different sections and call attention to important messages. Either way, there needs to be an intentional and harmonious balance between different competing elements in order to get the primary message across quickly and easily.

What is the purpose of leading in typography?

In typography, leading (/ˈlɛdɪŋ/ LED-ing) is the space between adjacent lines of type; the exact definition varies. In hand typesetting, leading is the thin strips of lead (or aluminium) that were inserted between lines of type in the composing stick to increase the vertical distance between them.

What is the difference between font and typography?

A typeface is a particular set of glyphs or sorts (an alphabet and its corresponding accessories such as numerals and punctuation) that share a common design. For example, Helvetica is a well known typeface. A font is a particular set of glyphs within a typeface.

What is the purpose of editing text features font size and font style?

The fonts add value to your text. It helps readers to perceive information from the text. The correct choice of color, font and text size can prove to be vital for attracting your target audience.

Why do some fonts come with extra baggage?

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 There’s nothing particularly wrong with these fonts—they just have a certain reputation for being outdated and overused. If you find yourself tempted by them, think twice and consider using something else.

Why is leading called leading?

The word ‘leading’ originates from the strips of lead hand-typesetters used to use to space out lines of text evenly. The word leading has stuck, but essentially it’s a typographer’s term for line spacing.

What is lead in font?

A lead-in is the setting of the beginning of text in a different style or manner from that which follows it. The actual lead-in text can consist of the entire first line, a sentence, a phrase, and in some cases, just a single word set to stand out from the rest.