What are serif fonts and other font know-how.

The font in the document you are reading makes a tremendous difference to your perception of it, how easily it is read and the portrayal of the business or individual it is representing. 

There are thousands of fonts available today, so knowing which to chose can be a task in itself. Did you know, In the past, when printing was done using letterpress and moveable type, printers used to use all the fonts they had in their advertising to show off the scope of their printing abilities. 

Below are some of the more common expressions used to describe a font and their use.

Serif fonts

A serif is a small line or stroke attached to the end of a larger stroke in a letter or symbol within a particular font or family of fonts.

Sans-serif fonts

A sans-serif is a font that does not have extending features called “serifs” at the end of strokes. Sans-serif fonts tend to have less line width variation than serif fonts.

Leading Leading is the space between lines.	Tracking Tracking is the space between groups of letters.	Kerning Kerning is the space between individual letters.

Should you have any questions about print production, creative, mailing or fulfilment, or have a project you'd like us to look at for you, please get in touch. Find out more about the range of our services available from us here.