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Typography Vocab

Serif Characters have strokes at the tips of the letters
Sans Serif Characters do not have strokes at the tips of the letters
Ornamental Used for decoration to catch the eye
Script Appears to be written by hand
Symbol Uses symbols for characters
Font Specific style, size and weight applied to each character
Monospaced each character takes up the same amount of horizontal space
Proportional each character takes up a varied amount or horizontal space
Font a specific size, style, and weight applied to each character
Font Style the slant or weight of a character, such as bold or it
Font Family a group of similarly formatted typefaces like Arial bold, Arial narrow, Arial rounded
Leading Vertical line spacing
Kerning horizontal spacing between pairs of letters
Tracking horizontal spacing between ALL the letters side by side
Visual Hierarchy an arrangement of text in a graduated series to help readers scan and know where to enter and exit the text
Target Audience a particular group at which a film, book, advertising campaign, etc. is aimed
Medium the intended output
Typeface the basic design of a character; each typeface has a design for each letter of the alphabet
Created by: 1614163