Like any other form of art, typography has a unique set of principles that can be applied to produce excellent typography. Typography decisions that work well for one type of text will not necessarily apply to another.

However, there are some tried and true practices that all designers should at least consider. With the increasing focus on web content as the medium for marketing and advertising, it is vitally important for businesses to create compelling content that stands out from the crowd.

If done correctly, this can significantly increase a company's overall visibility and, therefore, their profits. 

One of the most basic principles of typography involves the fundamental relationship between the headings and the body of text. Headings should always appear at the top of the layout.

They act as the "frame" or foundation for the rest of the text. The skeleton of the layout - or the structural outline - is then created around the heading.

The skeleton should include one, two, or three levels vertically placed heads that rest on top of a lighter, two-level background. 

Visual Hierarchy 

On the other hand, visual hierarchy is the set of rules and guidelines that a designer uses to relate one graphical element (such as a button or image) to another, higher up in the graphic hierarchy.

It is usually broken down into three categories: typography, visual design, and interface. In the case of typography, designers apply typography to build typography hierarchy.

For example, suppose an image appears five levels high. In that case, the image is located lower down in the typography hierarchy than it would be if the image were displayed five horizontal levels high. The same applies to visual design and interface elements. 

Another way that typography can be used to build typography hierarchy is by making specific colours stand out against each other. There are two ways that designers do this.

One way is to make colours stand out against background colours or against similar colour pairs. The second way is to use varying intensities of colours, typically monochromatic, to draw attention to specific typography elements. These techniques can be used when designing amazing invitation card.