| A | B |
|---|
| Font size | The vertical height of a character |
| Font style | Examples include bold, italic, fill color, stroke color, shadow, small caps |
| Kerning | Horizontal spacing between pairs of letters |
| Leading | Referred to as line spacing |
| Medium | Can be either digital or print |
| Personality | Font choice should convey the meaning that matches the purpose of the design |
| Script | Font that looks like handwriting |
| Target audience | The people the document is designed for |
| Tracking | Horizontal spacing between all the characters in a large block of text |
| Visual Hierarchy | An arrangement of text in a graduated series to help readers scan and know where to enter and exit the text |
