1. The appearance of printed characters on the page
Typography and Fonts
The appearance of printed characters on the page

2. Kerning

3. Tracking

4. Leading

5. Heirarchy

7. Blackletter (Gothic, Fraktur or Old English)

8. Script

9. Weight
Light
Regular
Bold

10. Choosing the Right Font
Choose fonts with different weights to create contrast
Change the font size of different words to create hierarchy
Choose easy to read fonts for blocks of text
Make a shape out of your text by adjusting the font size of each line
Choose fonts that match your message

11. 1. Choose fonts with different weights to create contrast

12. 2. Change the font size of different words to create hierarchy

13. 3. Choose easy to read fonts for blocks of text

14. 4. Make a shape out of your text by adjusting the font size of each line

15. 5. Choose fonts that match your message