Typography
Typography is the art and technique of setting written subject matter in type using a combination of fonts, font size, line length, leading (line spacing) and individual and overall letter spacing.
Typography is performed by typesetters, typographers, graphic artists, art directors, clerical workers and lay users. Until the Digital Age typography was a specialized occupation. Digitization opened up typography to lay users and new generations of visual designers.
In contemporary use, the practice and study of typography is very broad, covering all aspects of letter design and application, including typesetting & typeface design; handwriting & calligraphy; graffiti; inscriptional & architectural lettering; poster design and other large scale lettering (signage, billboards); business communications & promotional collateral; advertising; wordmarks & typographic logos (logotypes), and kinetic typography in motion picture films and television.
Since digitization the range of type's applications has become more eclectic, appearing on apparel (clothing), web pages, and as a component of industrial design—type resides on household appliances, LCD mobile phone screens, car vehicle instrument panels, hand-held video games, pens and wristwatches.
Generally, though, most typographical images follow the same format using repetition, contrast, proximity, and alignment. These four principles are frequently used in Typography.
Serifs
Small decorative strokes that are added to the end of a letter's main strokes are called serifs. These cross-lines at the end of a stroke are either: slab, wedge or hair. And they are bracketed or unbracketed.
Research has unveiled that we grasp words as a whole by comparing with the acquired samples in our brain. Serifs help us recognizing these samples. Serifs improve readability by leading the eye along the line of type. Therefore, serifs are the best suited for body text. Generally one serif and one sans serif (used for headlines) are a good mixture. Serif faces are more difficult to read in small scale (smaller than 8pt) and in very large sizes.
Serif form contains four designs called Old Style, Transitional, Modern and Slab Serif designs.
Sans Serifs
Sans serif faces don't have serifs; cross-lines at the end of a stroke. The appearance of the letters is reduced to the essential figures.
Research has unveiled that we grasp words as a whole by comparing with the acquired samples in our brain. Serifs help us recognizing these samples. A sans serif text has to be read letter by letter. Well, long texts are unfavorable. It is recommended that you use sans serif faces for small (smaller than 8pt) and very large sizes. Therefore, sans serif faces are used for footnotes and headlines. Generally one serif (used for body text) and one sans serif are a good mixture.
