Typography is the visual component to written word. Words remain the same no matter how they are rendered, however, when the same text is rendered differently. This changes the visual stimulus and therefore how we interoperate it. Meaning the legibility of typography is vital to how a designer presents themselves.
There is a wide array of typography available some of which are free and others come at a small cost. Although there are possibly infant fonts available there are some well-tried and tested fonts that are re-used as they are appealing to the viewers. This, therefore, makes them successful.
Different typefaces are created differently; for example, some are bolder than other fonts, others may be taller, etc. This means that if the font is the same size, the typeface of the same word may take up a different amount of room on the page due to the creators design. So instead of measuring typefaces with the font size each character is individually measured. The hight equates to ‘x-height’ and the width is ‘x-width’. The most common difference between typefaces is seen in the width, however there is some variant in hight.
Another way in which typography is measured is using the point system (this dates back to the eighteenth century). One point is 1/72 inch. 12 points make one pica, a unit used to measure column widths. Type sizes can also be measured in inches, millimeters, or pixels.
‘Leading‘ is a term used to refer to the vertical space between two line of text. A common rule in leading is that the leading value should be slightly larger than your font size. By having a leading size of 120%-150% larger than the font size the text is made easy to read comfortably.
The term leading originated in the eighteenth century, coming from the script separated with lines of lead.
Typography is for the reader but used by the writer to reinforce the meaning of the text. By exploring typography a writer can learn what engages the reader best this will therefore maintain their attention span and they are more likely to finish reading your work. Typography that is aesthetically pleasant, but that doesn’t reinforce the meaning of the text, is a failure. Typography that reinforces the meaning of the text, even if aesthetically unpleasant, is a success.