This document defines and discusses various elements of typography including typeface, font, size, tracking, kerning, leading, color, and how combining these elements can be used to create a meaningful experience for the reader. It explains that typeface conveys meaning through its appearance and design. Font, size, tracking, kerning, and leading can all be used purposefully to improve readability and legibility or draw attention. Color also influences mood and meaning. Mastering these typographical fundamentals allows one to transform simple communication into an engaging experience.

2. What is Typography?
The visual art and technique of making the written word
more legible and appealing when viewed on digital or print
media alike.

3. TYPEFACE
Typeface plays an
important role in
typography because it’s
appearance itself is
endowed with meaning
that needs to be
conveyed.
The design of each
typeface is relevant to
what and how it
communicates.

4. FONT
The right font conveys
just the right message
leading to successful
type design.
A variety of fonts are
available online and
they are largely
segmented into Serif
and Sans Serif.
Creative Market

5. Size in typography can be used to draw attention, peak curiosity or
communicate volume. Using a contrast of sizes can also create dynamism, while
increasing legibility.
FONT SIZE

6. Tracking refers to the uniform space between
letters that can also be used creatively for
impactful communication.
By applying tracking, the typeface appears to be
neater and more consistent.
TRACKING

7. KERNING
Kerning refers to the
spacing between two
characters, that is each
letter.
It prevents
misunderstandings and/or
improves the visual appeal
of the font.

8. It refers to the distance between the baselines of successive lines of type i.e., the
vertical distance between lines. Appropriate leading with graphic elements can
enhance readability.
LEADING

9. Color in typography
plays an important role
as different colours
evoke different feelings.
Colours may be a part of
type design, remind
readers of a specific
mood, or have cultural
significance.
COLOUR

10. Combining all the basic elements of typography and paying attention to the visual
and verbal meanings generated by typographical design, help turn mere
communication into an experience for the reader.
TRACKING
CREATING AN EXPERIENCE

11. For more insights on Typography, read the
complete article below
ABC's of Typography