Rick Metzger
Brought to you by Rick Metzger
The art and technique of arranging type to make written language most appealing to learning and recognition.
But why is it important?
Properly using Type Heirarchy, Leading, and Tracking makes text easier to read and increases comprehension.
Just as the sound of a voice effects our perception of a character, type has personality and tone which effects our perception.
Stanford has some very convincing research on the matter as well.
In its most basic form heirarchy divides content into logical groups. This makes text easy to scan and digest. We can highlight logical groupings in a few ways.