In the field of graphic design, the graphic designer is to play with many typographical adjustments that allow them to achieve the desired result for their client poster printing or logo design etc requirements. Each of these settings play an important role in giving all texts the desired harmony. So, let's discover some key notions of the large typographic vocabulary. Here are some of them  

The Body 

This is the size of a character. It is measured in typographic points: a text in size 10 is composed of a font ten points high. The body is obviously the basic tool for prioritizing information (title, subtitle, running text, caption, hat, etc.). 

Serif 

One of the specific elements of typography anatomy is the serif. This is a significant horizontal shape located at the base and top of the vertical or slanted parts of the characters. 

Serif characters are said to be “serif”. Those without serifs are called "sans serif". There are also fonts using alphabets with and without serifs, they are called "hybrid". 

Originally, when the printing press was invented, serifs made it possible to mark the line of text more clearly in order to ensure smooth reading. This is obviously still the case today, only it is not correct to think that a serif typeface is more readable than a baton typeface. Indeed, many other parameters influence its readability (size, weight, style, space between lines ...). 

Typographical Variants 

The same typeface can be available in different variations, ranging from thin to very bold (light, semi-light, regular, semi-bold, bold, extra-bold, black ...), without forgetting the italics. The different rhythms and nuances obtained with these variants enrich the text. 

The Hunt 

Hunting is the width of the letters. Depending on the typography, the characters can be more or less narrow. "Narrow characters are of real interest for the composition of titles, but their use in small sizes is more delicate". Hunting has a direct impact on the size of the text, the space it occupies. 

It was with the goal of creating an ideal character that Adrian Frutiger designed the Univers font, which comes in 21 variations and 4 hunts. 

Line Spacing 

This is the space between lines of text. Often neglected, it nevertheless has a considerable impact on reading comfort. "The text readability is considered good when the eye can naturally read this text from one line to the next. The lines of a text as well as the spaces between lines have to balance each other." 

This variable has all the importance when working on screen displays (less comfortable for the eye than paper). Moreover, some companies or marketing agencies prefer to titillate their developers on this subject, to add 3-line spacing pixels here, and 4 pixels there ... It may seem insignificant, but it is exactly this precision that makes everything. the difference! 

The Approach 

Also called letter spacing, this is the space between letters. It is more or less large according to the police. Whatever approach a typography presents initially, it is possible to reduce or increase its letter spacing to play on the occupation of space and readability.