When you work with your web designer or graphic designer do you often get confused with the terms they use? We totally understand. Typography is full of technical terms which can make the average business owner feel a bit out of their depth. Essentially though, when you cut through the technicalities it’s all about improving the appearance and readability of your website, marketing material and branding collateral such as your logo.
Here’s 50 typography terms that you might come across in designing your brand and/or website and what these terms actually mean. We even put them in alphabetical order in case there was something specific that was confusing you – you can quickly and easily find it.
Alignment – this is the position of the text in relation to the margin.
Aperture – this is the space that an open counter makes within a glyph such as u or between the two terminals in a c.
Apex – this is when two stokes meet at the top of a glyph – such as in A.
Arc of Stem – this is a continuous curved stroke with a straight stem such as the bottom of j.
Arm – this is a long horizontal stroke in a glyph such as the top of E, F, T and the bottom of L.
Ascender– this is any stroke which goes above the x-height – b, d, f, h, k, l, t, as examples.
Ascender Line – this is part of a glyph that extends above the x-height of a font – h as an example.
Bar – this is a short horizontal stroke in a glyph such as the top of the centre of A, f, t.
Baseline – this refers to an invisible line when all font characters sit. It creates a frame of reference for other typography aspects such as x-height and descenders.
Body Copy – this is the bulk of the text and does not include subheadings or heading. For you website’s body copy you should select a font that is attractive and yet easy to read.
Bold – this is when a font is heavier or darker than the Roman version. Should be used rarely and to create emphasis.
Bowl – this is a curved and closed stroke in a glyph such as in b, d and o.
Cap Line – this is the invisible upper boundary for capital letters in a font. This creates a frame of reference for other typography aspects such as ascenders.
Counter – this is the negative space within a glyph such as in an o. Keeping the counter in mind can assist in the adjustment of leading, tracking and kerning.
Cross Stroke – this is a place where a stroke crosses over a letter’s stem. Think ‘t’ and ‘f’. To be a cross stroke it must cross completely through the letter.
Crotch – this is the angle which is formed when two strokes meet within a glyph – such as the inside angle of y.
For more help with typography and your website, just contact the team at Website Design Centre.
