Typography is the art and technique of arranging type in order to make language visible. Typography is one of the most important parts of graphic design.
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Promotional materials and advertising have always relied on typography. In advertisements, typefaces are frequently used to establish a subject and mood (for example, using bold, large text to convey a particular message to the reader).
The good news is that typeface, hierarchy, contrast, consistency, alignment, white space, and colour are all universal typographical design characteristics. Any design job can benefit from even a basic understanding of any of these factors.
The basic goal of typography is to make your readers' lives easier by making it easier to read what you've written: it allows them to rapidly scan your material. It encourages readers to interact with your writing. When done correctly, it strengthens the message that is being conveyed.