Designers use typography to communicate what to an audience.

• Serif

• client's message

• Baseline

• Descenders

Two main types of fonts

• serif

• justified

• sans serif

• capital

Fonts that have a tear drop form at the edges

• alignment

• justified

• sans serif

• serif

Fonts that don't have a tear drop form at the edge

• sans serif

• alignment

• serif

• justifed

The imaginary line where the letters sit

• x-height

• descender

• baseline

• ascender

Letters that drop below the baseline

• x-height

• baseline

• descenders

• ascenders

The height of the lowercase letters

• x-height

• y-height

• ascenders

• descenders

Letters that go above x-height

• descenders

• x-height

• y-height

• ascenders

The space between two pairs of letter

• kerning

• leading

• tracking

• aligning

The space between lines of text

• kerning

• leading

• tracking

• aligning