What is Typography?
Typography is an art and technique of arranging type to make written language readable and appealing when displayed. The arrangement of type involves selecting typefaces, point size, line length, line-spacing (leading), letter-spacing (tracking), and adjusting the space within letters pairs (kerning). The term typography also is applied to the style, arrangement, and appearance of the letters, numbers, and symbols created by the process. Type design is a closely related craft, sometimes considered part of typography. Typography also may be used as a decorative device, unrelated to communication of information.
leading refers to the distance between the lines of type. as you can see that on the left is a bad example of leading as that the type looks very squished and as it says, some of the letters collide making it hard to read. on the right side however, the spacing is very clear and not all jumbled up together.
Kerning is adjusting the spacing between individual characters, bringing the characters more together or further apart. Tracking on the on the other hand is the spacing of a group of characters. so kerning is individual and tracking is groups.
With type applications like illustrator there are two different categories to choose the way it looks, they are the typeface and font. A typeface is a family of fonts, meaning a specific design like Arial. However, font is one particular style within a typeface family, Meaning Arial Black. you’d want the type to be unique so most typographers use fonts and maybe even play around with the kerning and such on them.
Also alignments are important when it comes to readability. Alignment to the left is the most common and best way because we are used to reading from left to right. When we have Chinese text, it may be advisable to align to the right since Chinese is read from right to left. Another use for alignment to the right which i researched, was that when we want to highlight a message from the text it can slow down the process of reading as that we are not used to the different direction of read. Centred alignment has a different effect. When used properly, it can give your text a touch of class, but if you fail to do so, it may confuse others.
You must be so careful with what type you use in projects especially ones within the advertisement industry, as that your work will be on show to the public and other experienced typographers. Most peoples eyes catches the bad things in everything first rather than the good things, but if you take your time with your fonts then you shouldn’t have any bad points on your final project which will then direct the eyes to the good points.