Typography

Typography is the art and technique of arranging type to make written language legible, readable, and appealing when displayed. The arrangement of type involves selecting typefaces, point size, line length, line-spacing (leading), letter-spacing (tracking), and adjusting the space within letters pairs (kerning). The term typography is also applied to the style, arrangement, and appearance of the letters, numbers, and symbols created by the process. Type design is a closely related craft, sometimes considered part of typography; most typographers do not design typefaces, and some type designers do not consider themselves typographers. Typography also may be used as a decorative device, unrelated to communication of information.

Typography is the work of typesetters, compositors, typographers, graphic designers, art directors, manga artists, comic book artists, graffiti artists, and now—anyone who arranges words, letters, numbers, and symbols for publication, display, or distribution—from clerical workers and newsletter writers to anyone self-publishing materials. Until the Digital Age, typography was a specialized occupation. Digitization opened up typography to new generations of previously unrelated designers and lay users, and David Jury, head of graphic design at Colchester Institute in England, states that "typography is now something everybody does." As the capability to create typography has become ubiquitous, the application of principles and best practices developed over generations of skilled workers and professionals has diminished. So at a time when scientific techniques can support the proven traditions (e.g. greater legibility with the use of serifs, upper and lower case, contrast, etc.) through understanding the limitations of human vision, typography often encountered may fail to achieve its principal objective, effective communication.

https://en.wikipedia.org/wiki/Typography