A font that has extenders/feet/tails. The letters have thick and thin parts. For example, Times New Roman

A type of font that may resemble cursive. It’s fluid and appears handwritten. The letters are often connected. Used to portray elegance, such as in a spa logo.

A font that does not have serifs (no feet/tails). Characters have uniform thickness. For example, Helvetica or Arial.

Font category that is used sparingly, eye catching, making a statement. Not used for large blocks of text. Can reflect culture (ex. tattoos or graffiti).

The amount of vertical space between lines of type.

The amount of space between all the characters in a selected block of type.

The amount of space between two particular characters to make them look more natural as a pair.

The imaginary line on which most letters in a typeface sit. A baseline shift is when a letter(s) don’t align on the baseline, such as a drop cap.

Whether the block of text is aligned on the left, right, center, or justify.

An oversized first letter to the start of the paragraph whose baseline is lowered.

Better for headlines

Better for blocks of text

Better for printed design

Better for Web & Moble Devices