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24. Hierarchy is used to distinguish between the important and less important information. In this case, the title of the object is the largest font, meaning it is at the top of the hierarchy. The description of the masks are in the smallest font, meaning it is at the bottom of the hierarchy. Hierarchy allows viewers to be able to read the important information first, and then read more about what is less important.

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23. The HP logo is an example of type using negative space. The logo makes the logo from the cut out of the blue circle and seemingly looks like there is no separate type. Type weight is when a font has different weights of the same type. Meaning the same font can be used as a thin or “light” version or a thick or “oblique” style.  

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22. Lettering is when each letter has its own illustration and typography is a system of letters. Lettering can be different with each letter and is not commonly used as a font for long excerpts of text. Typography is used for longer texts and is boring to use in place of lettering contexts.

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21. A grid is used in design to structure content and allows designers to be able to easily place content in a structured and aesthetic way. This book is about grid systems and the cover shows an example that follows the grid system.

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20. Uppercase is used for the letter at the beginning of a sentence and for names of places, people, or things. Lowercase is used for the rest of words or paragraphs. In this case, a lowercase n is directly next to an uppercase E in this logo for 7Eleven. It’s interesting to see an oblivious mix of cases in one word.

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19. A widow is when there is a sentence or line that is secluded from the rest of the paragraph. An orphan, much like a widow, is when there is a single word that is on a line by itself— secluded from the rest of the sentence and paragraph. 

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18. A ligature is when letters are combined together at the serif or branch or wherever makes most sense. This is to make the letters flow better together. In this case, the A and R, W and H, and A and D are combined and gives the logo of the water bottle more flow.

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17. Italics are slightly skewed and are used when emphasizing something. In the example, the logo is in italics to obviously be emphasized and puts it at the top of the hierarchy. Meanwhile, the regular font below the logo is obviously of lesser importance. 

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16. Dingbat font are symbols used instead of words. There are some fonts that turn your letters into these symbols or phrases and is very confusing. I assume that each letter is assigned to one of these characters and it becomes almost like an alternate language. 

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15. A monospaced font is used to make lines of code easy to read. In the example, it is used in an HTML doc and is also color coded to make it easy to distinguish between each code. 

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13. Slab Serif is when the serifs are thicker and has a block-like element to the font. In the example above, the serifs are very thick and give a statement to the brand— making it more eye-catching. 

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12. An em-dash is the dash that is the length of an m and is usually used when there is a break in a sentence. In this case, the em-dash is being used a break in a sentence describing someone’s features. It is most commonly found in books and can almost act as a disruption of a train of thought in a sentence.

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11. Leading is the vertical space between each line of text. Leading is also measured in point size and is important because it gives readers the opportunity to be able to read the text easily. In this image, the leading between the quote lines is smaller than the leading between the 2014 and the quote. This establishes a hierarchy and clearly distinguishes which sections go together.

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10. Sans serif is a font with no strokes/serifs at the ends of the letters. This type of font appears to be more direct and straight to the point. 

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9. A drop-cap is when one letter of a word is capitalized and blown up in size and the text following it is smaller and surrounds the letter. Unfortunately, the closest example I could find in my house was this author description in a book. The author’s name is blown up in size and the text following it is surrounding it and trapping the name into a box in the corner.

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8. X-height is in accordance to the height of a regular x. In this image, the x-height of the n is the whole n. However, for the g, the x-height would be just the top part of g that is above the baseline. For the d, it would be the body of the d excluding the ascender.

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7. Point size is the different sizes in font. In this image, the word “Digestive Advantage” has the largest point size on and the description of the gummies at the bottom has the smallest point size. Point size is important to use to establish hierarchy of typography and to easily guide the consumer’s eyes.