The process of choosing and arranging type to make written language legible, readable, and appealing when displayed is a critical aspect of visual communication. It encompasses various elements, including font selection, point size, line length, leading (line spacing), and kerning (spacing between individual letters). An example is the careful selection of a sans-serif font like Helvetica for a website’s body text to enhance readability on screens.
Effective application of this skill set significantly impacts a design’s overall aesthetic and its ability to convey information efficiently. Historically, this art form involved physical typefaces; however, digital tools have broadened its accessibility and creative potential. The skillful manipulation of these elements ensures clarity and strengthens the intended message, influencing audience perception and engagement.