Typography Hierarchy and navigation

Kerning refers to the horizontal space between individual pairs of letters (a kerning pair), and is used to correct spacing problems in specific letter combinations like “VA”.

Leading is the vertical space between lines of text, from baseline to baseline. Also known as linespacing.

Tracking adds space between successions of characters.

CONTRAST

This hurts my eyes.
Use a chunkier font.
Add a color filter.
Add contrast.
Blur the background.
Put text in a box.

HIERARCHY

From this...
...to this!
Establish a scale, think biggest to smallest, top to bottom.
Use white space to help with the flow.

MISCELLANEOUS TIPS

Watch out for widows and orphans!

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