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