--- title: "Brush Up On Your Design Vocabulary: Typography Edition" description: "Brush Up On Your Design Vocabulary: Typography Edition" image: https://blog.meetkiwi.com/hubfs/brush-up-on-your-design-vocabulary-typography-featured.jpg --- - [HubSpot](https://www.meetkiwi.com/home/hubspot-platform/) - [HubSpot Platform](https://www.meetkiwi.com/home/hubspot-platform/) - [Marketing Hub](https://www.meetkiwi.com/home/hubspot-platform/marketing-hub/) - [Sales Hub](https://www.meetkiwi.com/home/hubspot-platform/sales-hub/) - [Service Hub](https://www.meetkiwi.com/home/hubspot-platform/service-hub/) - [Content Hub](https://www.meetkiwi.com/home/hubspot-platform/content-hub/) - [Data Hub](https://www.meetkiwi.com/home/hubspot-platform/data-hub/) - [Revenue Hub](https://www.meetkiwi.com/home/hubspot-platform/revenue-hub/) - [Smart CRM](https://www.meetkiwi.com/home/hubspot-platform/smart-crm/) - [Breeze AI](https://www.meetkiwi.com/home/hubspot-platform/breeze-ai/) - [Services](https://www.meetkiwi.com/services/) - [All Services](https://www.meetkiwi.com/services/) - [HubSpot Setup + Admin](https://www.meetkiwi.com/services/hubspot/) - [All HubSpot Services](https://www.meetkiwi.com/services/hubspot/) - New Users - [Onboarding](https://www.meetkiwi.com/services/hubspot/onboarding/) - [Implementation](https://www.meetkiwi.com/services/hubspot/implementation/) - [Data Migration](https://www.meetkiwi.com/services/hubspot/data-migration/) - [Integrations](https://www.meetkiwi.com/services/hubspot/integrations/) - Existing Users - [HubSpot Action Plan](https://www.meetkiwi.com/services/quick-wins/hubspot-action-plan/) - [HubSpot Admin-in-a-Box](https://www.meetkiwi.com/services/hubspot/crm-admin/) - [HubSpot Punch Card of Calls](https://resources.meetkiwi.com/hubspot-call-punch-card) - [Breeze AI Agents + Assistants](https://www.meetkiwi.com/services/hubspot/ai/) - [Managed Services](https://www.meetkiwi.com/services/) - [All Managed Services](https://www.meetkiwi.com/services/) - [Quick Wins](https://www.meetkiwi.com/services/quick-wins/) - [AI Setup + Optimization](https://www.meetkiwi.com/services/hubspot/ai/) - [Revenue Operations](https://www.meetkiwi.com/services/managed-services/revenue-operations/) - [Marketing](https://www.meetkiwi.com/services/managed-services/marketing/) - [Sales Enablement](https://www.meetkiwi.com/services/managed-services/sales-enablement/) - [Customer Success](https://www.meetkiwi.com/services/managed-services/customer-success/) - [Websites](https://www.meetkiwi.com/services/managed-services/websites/) - [Our Work](https://www.meetkiwi.com/results/) - [Learn](https://www.meetkiwi.com/learn/) - [Learning Hub](https://www.meetkiwi.com/learn/) - [Resources](https://www.meetkiwi.com/learn/resources/) - [In-Depth Guides](https://blog.meetkiwi.com/featured-content) - [Blog](https://blog.meetkiwi.com/) - [Events](https://www.meetkiwi.com/learn/events/) - [About Us](https://www.meetkiwi.com/about/) - [About Kiwi](https://www.meetkiwi.com/about/) - [Meet the Team](https://www.meetkiwi.com/about/team/) - [Careers](https://www.meetkiwi.com/about/careers/) - [Pricing](https://www.meetkiwi.com/about/pricing/) - [HubSpot Accreditations](https://www.meetkiwi.com/about/hubspot-accreditations/) - [Technology Partners](https://www.meetkiwi.com/about/technology-partners/) - [Software Industry Expertise](https://www.meetkiwi.com/about/software-industry-expertise/) [Get Started](https://www.meetkiwi.com/contact/) ![](https://www.meetkiwi.com/wp-content/themes/KiwiCreativeWP/assets/images/svg/offcanvas-bottom-art.svg) - [HubSpot](https://www.meetkiwi.com/home/hubspot-platform/) ![](https://www.meetkiwi.com/wp-content/uploads/2026/02/SolutionPartnerTierBadges_FINAL_DIAMOND_TEAL-e1771526152466.png) One partner for every Hub We bring deep expertise across the entire HubSpot ecosystem, aligning every Hub into a unified operating platform powered by AI. [Learn more](https://www.meetkiwi.com/home/hubspot-platform/) [Marketing Hub ![](https://www.meetkiwi.com/wp-content/uploads/2026/02/ProductIcons_MarketingHub_Icon_Orange.svg) Scale demand and nurture leads for a stronger funnel Learn More](https://www.meetkiwi.com/home/hubspot-platform/marketing-hub/) [Sales Hub ![](https://www.meetkiwi.com/wp-content/uploads/2026/02/ProductIcons_SalesHub_Icon_Orange.svg) Accelerate deals and drive predictable revenue Learn More](https://www.meetkiwi.com/home/hubspot-platform/sales-hub/) [Service Hub ![](https://www.meetkiwi.com/wp-content/uploads/2026/02/ProductIcons_ServiceHub_Icon_Orange.svg) Scale support and improve customer retention Learn More](https://www.meetkiwi.com/home/hubspot-platform/service-hub/) [Content Hub ![](https://www.meetkiwi.com/wp-content/uploads/2026/02/ProductIcons_ContentHub_Icon_Orange.svg) Create content and manage digital experiences Learn More](https://www.meetkiwi.com/home/hubspot-platform/content-hub/) [Data Hub ![](https://www.meetkiwi.com/wp-content/uploads/2026/02/ProductIcons_DataHub_Icon_Orange.svg) Unify systems and sharpen business intelligence Learn More](https://www.meetkiwi.com/home/hubspot-platform/data-hub/) [Revenue Hub ![](https://www.meetkiwi.com/wp-content/uploads/2026/02/ProductIcons_CommerceHub_Icon_Orange.svg) Manage your full revenue cycle from quote-to-cash Learn More](https://www.meetkiwi.com/home/hubspot-platform/revenue-hub/) [Smart CRM ![](https://www.meetkiwi.com/wp-content/uploads/2026/02/ProductIcons_SmartCRM_Icon_Orange.svg) Centralize customer data and align your teams Learn More](https://www.meetkiwi.com/home/hubspot-platform/smart-crm/) [Breeze AI ![](https://www.meetkiwi.com/wp-content/uploads/2026/02/ProductIcons_BreezeAIHub_Icon_Orange.svg) Automate work and accelerate productivity Learn More](https://www.meetkiwi.com/home/hubspot-platform/breeze-ai/) - [Services](https://www.meetkiwi.com/services/) [HubSpot Setup + Admin](https://www.meetkiwi.com/services/hubspot) New Users [Onboarding](https://www.meetkiwi.com/services/hubspot/onboarding/) [Implementation](https://www.meetkiwi.com/services/hubspot/implementation/) [Data Migration](https://www.meetkiwi.com/services/hubspot/data-migration/) [Integrations](https://www.meetkiwi.com/services/hubspot/integrations/) Existing Users [HubSpot Action Plan](https://www.meetkiwi.com/services/quick-wins/hubspot-action-plan/) [HubSpot Admin-in-a-Box](https://www.meetkiwi.com/services/hubspot/crm-admin/) [HubSpot Punch Card of Calls](https://resources.meetkiwi.com/hubspot-call-punch-card) [Breeze AI Agents + Assistants](https://www.meetkiwi.com/services/hubspot/ai) [Managed Services](https://www.meetkiwi.com/services/managed-services/) [Quick Wins](https://www.meetkiwi.com/services/quick-wins/) [Sales Enablement](https://www.meetkiwi.com/services/managed-services/sales-enablement/) [AI Setup + Optimization](https://www.meetkiwi.com/services/hubspot/ai) [Customer Success](https://www.meetkiwi.com/services/managed-services/customer-success/) [Revenue Operations](https://www.meetkiwi.com/services/managed-services/revenue-operations/) [Websites](https://www.meetkiwi.com/services/managed-services/websites/) [Marketing](https://www.meetkiwi.com/services/managed-services/marketing/) - [Our Work](https://www.meetkiwi.com/results/) Results worth sharing See how we've helped organizations get more out of HubSpot—faster pipelines, smarter marketing, cleaner data, happier customers and better results across the full platform. [Learn More](https://www.meetkiwi.com/results/) [![New website](https://www.meetkiwi.com/wp-content/uploads/2025/07/Showdme-Interior-page-banner.png) Featured case study: Showd.me See how our HubSpot website redesign increased demo requests by 189% Learn more](https://www.meetkiwi.com/results/showd-me/) [![](https://www.meetkiwi.com/wp-content/uploads/2026/06/MusicAdmin-Menu1.png) Featured case study: Music Admin Learn how we streamlined 1,000 monthly tickets with Service Hub Learn more](https://www.meetkiwi.com/results/music-admin/) [![](https://www.meetkiwi.com/wp-content/uploads/2026/06/SPRCHRGR-Menu-e1781204932790.png) Featured case study: SPRCHRGR Discover how we optimized Marketing + Sales Hub for a 40% faster deal cycle Learn more](https://www.meetkiwi.com/results/sprchrgr/) - [Learn](https://www.meetkiwi.com/learn/) Level up your HubSpot knowledge Watch quick tutorials, download editable worksheets, read expert insights or attend a virtual event. It’s all free and built to help your team get more from your HubSpot portal. [Learn More](https://www.meetkiwi.com/learn/) [Resources Watch videos, download worksheets and read guides Learn more](https://www.meetkiwi.com/learn/resources) [In-Depth Guides Explore detailed playbooks across core HubSpot topics Learn more](https://blog.meetkiwi.com/featured-content) [Blog Read posts about HubSpot tips n' tricks Learn more](https://blog.meetkiwi.com/) [Events Attend an upcoming virtual HubSpot User Group Learn more](https://www.meetkiwi.com/learn/events/) ### Featured Resources [![](https://www.meetkiwi.com/wp-content/uploads/2024/03/Content-HubSpotChatGPTDeepResearch-Thumbnail-Kiwi.png)](https://resources.meetkiwi.com/hubspot-ai-guide) [![HubSpot Helper Video | Users, Seats + Permissions](https://www.meetkiwi.com/wp-content/uploads/2025/11/HHV-UsersSeatsPermissions-Thumbnail-Kiwi.jpg)](https://youtu.be/GmUix5PIjZg?si=sChwi_ACyL7kwIgj) - [About](https://www.meetkiwi.com/about/) ![](https://www.meetkiwi.com/wp-content/uploads/2026/02/SolutionPartnerTierBadges_FINAL_DIAMOND_TEAL-e1771526152466.png) We're not your average HubSpot partner Diamond certified and ranked in the top 1% globally, we're a senior-level team that builds AI-powered HubSpot systems designed to grow with you. [Learn More](https://www.meetkiwi.com/about/) [Meet the Team Meet our team of HubSpot experts and all-around great people Learn more](https://www.meetkiwi.com/about/team/) [Careers Apply for a job at our fully remote HubSpot agency Learn more](https://www.meetkiwi.com/about/careers/) [Technology Partners Learn about our partnerships with leading-edge tech platforms Learn more](https://www.meetkiwi.com/about/technology-partners/) [Pricing See pricing for our HubSpot services—no long-term contracts or surprises Learn more](https://www.meetkiwi.com/about/pricing/) [HubSpot Accreditations Discover the accreditations that set us apart from other HubSpot agencies Learn more](https://www.meetkiwi.com/about/hubspot-accreditations/) [Software Industry Expertise Work with HubSpot-verified experts in the SaaS industry Learn more](https://www.meetkiwi.com/about/software-industry-expertise/) [Get Started](https://www.meetkiwi.com/contact/) ![header background](https://www.meetkiwi.com/wp-content/themes/KiwiCreativeWP/assets/images/svg/element-header-full-tablet.svg) ![header background](https://www.meetkiwi.com/wp-content/themes/KiwiCreativeWP/assets/images/svg/element-header-full.svg) [Learn](https://www.meetkiwi.com/learn/) [Blog](https://blog.meetkiwi.com) Brush Up On Your Design Vocabulary: Typography Edition # Brush Up On Your Design Vocabulary: Typography Edition ![Jessica Laurello](https://blog.meetkiwi.com/hubfs/Employee-JessicaLaurello.jpg) Written by Jessica Laurello ![minutes read](https://blog.meetkiwi.com/hubfs/KiwiCreative_November2018/Images/minutes.svg) 2-Minute Read [Learn](https://www.meetkiwi.com/learn/) [Blog](https://blog.meetkiwi.com) Brush Up On Your Design Vocabulary: Typography Edition ![](https://blog.meetkiwi.com/hubfs/brush-up-on-your-design-vocabulary-typography-featured.jpg) Confused by typography lingo? Here are some basic definitions to help you communicate with your graphic design friends (like the type dweebs over here at Kiwi Creative!) without sounding like an idiot. ## Serif vs. sans serif Sans means “without” and serif means “foot.” Telling them apart is as simple as that! Traditional serif fonts read faster because the small feet make the letters connect better whereas the more modern sans serif fonts are better viewed at larger sizes to make an impact. For that reason, designers often prefer serif fonts for body copy and sans serif fonts for bold headlines.  ## Tracking vs. kerning Even designers get this one mixed up. Tracking is adjusting the overall letter spacing for groups of letters or entire blocks of text; it is used to lengthen or shorten large blocks of text to improve hyphenation and line endings. Kerning, on the other hand, is adjusting the space between pairs of individual letters (see the space between "v" and "a" in the above image); designers adjust kerning between individual letters when auto-spacing causes two letters in a word to appear unnaturally close or far apart. ## Leading Leading refers to the spacing between lines of text. The default setting for line height is 120% the size of the text (ex; 10 pt. type = 12 pt. leading), but this may be adjusted to improve clarity or give hierarchy to the text.  ## White space While white space doesn’t necessarily have to be white (it could be a large empty area in a photo or a solid block of color), it does refer to leaving some “breathing room” in a design. (No need pack your ad with text or [enlarge your logo to gigantic proportions](http://www.makemylogobiggercream.com/) just to fill up “extra” space.) Sometimes less really is more. ## Font vs. typeface Typeface refers to the entire family of a particular font. So if we are talking about Helvetica in all its forms (Bold, Italic, Ultra Thin, etc.), it would be called a typeface. If we are referring to a specific version within a typeface, we would call it a font (ex; Helvetica Neue Bold). Tags: - [Graphic Design](https://blog.meetkiwi.com/tag/marketing-graphic-design) [Back to the main blog](https://blog.meetkiwi.com) ### Blog Topics - [CMS Hub](https://blog.meetkiwi.com/tag/hubspot-cms-hub) - [Content Hub](https://blog.meetkiwi.com/tag/hubspot-content-hub) - [HubSpot Academy](https://blog.meetkiwi.com/tag/hubspot-hubspot-academy) - [HubSpot AI](https://blog.meetkiwi.com/tag/hubspot-hubspot-ai) - [HubSpot Comparisons](https://blog.meetkiwi.com/tag/hubspot-hubspot-comparisons) - [HubSpot CRM](https://blog.meetkiwi.com/tag/hubspot-hubspot-crm) - [HubSpot Integrations](https://blog.meetkiwi.com/tag/hubspot-hubspot-integrations) - [Marketing Hub](https://blog.meetkiwi.com/tag/hubspot-marketing-hub) - [Operations Hub](https://blog.meetkiwi.com/tag/hubspot-operations-hub) - [Sales Hub](https://blog.meetkiwi.com/tag/hubspot-sales-hub) - [Service Hub](https://blog.meetkiwi.com/tag/hubspot-service-hub) - [AI + ML](https://blog.meetkiwi.com/tag/marketing-ai-ml) - [Analytics + Reporting](https://blog.meetkiwi.com/tag/marketing-analytics-reporting) - [Branding](https://blog.meetkiwi.com/tag/marketing-branding) - [Content Marketing](https://blog.meetkiwi.com/tag/marketing-content-marketing) - [Demand Generation](https://blog.meetkiwi.com/tag/marketing-demand-generation) - [Email Marketing](https://blog.meetkiwi.com/tag/marketing-email-marketing) - [Graphic Design](https://blog.meetkiwi.com/tag/marketing-graphic-design) - [Lead Generation](https://blog.meetkiwi.com/tag/marketing-lead-generation) - [Legal Compliance](https://blog.meetkiwi.com/tag/marketing-legal-compliance) - [Marketing Strategy](https://blog.meetkiwi.com/tag/marketing-marketing-strategy) - [PPC](https://blog.meetkiwi.com/tag/marketing-ppc) - [RevOps](https://blog.meetkiwi.com/tag/marketing-revops) - [Sales Enablement](https://blog.meetkiwi.com/tag/marketing-sales-enablement) - [SEO](https://blog.meetkiwi.com/tag/marketing-seo) - [Social Media](https://blog.meetkiwi.com/tag/marketing-social-media) - [Tech Marketing Agency](https://blog.meetkiwi.com/tag/marketing-tech-marketing-agency) - [Trade Shows](https://blog.meetkiwi.com/tag/marketing-trade-shows) - [UX + UI Design](https://blog.meetkiwi.com/tag/marketing-ux-ui-design) - [Websites](https://blog.meetkiwi.com/tag/marketing-websites) [Back to the main blog](https://blog.meetkiwi.com) ## Hire our team of HubSpot experts If you're ready to supercharge your HubSpot portal, partner with our team of senior-level specialists. [Get Started](https://www.meetkiwi.com/contact/) Meet Kiwi, your HubSpot partner for AI-powered growth on a fully connected platform—every Hub, every team, every tool. **Diamond parter. 4x accredited. Top 1% globally. Proven results.** [Get Started](https://www.meetkiwi.com/contact/) ![](https://www.meetkiwi.com/wp-content/uploads/2026/02/SolutionPartnerTierBadges_FINAL_DIAMOND_TEAL-e1771526152466.png) ![HubSpot Solutions Architecture Design Accreditation badge](https://www.meetkiwi.com/wp-content/uploads/2026/02/SolutionsArchitectureDesignAccreditation534x534-e1771526265277.png) ![HubSpot Platform Enablement Accreditation badge](https://www.meetkiwi.com/wp-content/uploads/2026/02/PlatformEnablement534x534-e1771526243471.png) ![HubSpot Onboarding Accreditation badge](https://www.meetkiwi.com/wp-content/uploads/2026/02/OnboardingAccreditation534x534-e1771526223352.png) ![HubSpot CRM Implementation Accreditation badge](https://www.meetkiwi.com/wp-content/uploads/2026/02/CRMImplementationAccreditation534x534-e1771592870323.png) © 2026 Kiwi. All rights reserved. - [SitemapSitemap](https://www.meetkiwi.com/sitemap/) - [Privacy PolicyPrivacy Policy](https://www.meetkiwi.com/privacy-policy/) - [Terms of UseTerms of Use](https://www.meetkiwi.com/terms-of-use/) - [Cookie PolicyCookie Policy](https://www.meetkiwi.com/cookie-policy/) This site is protected by reCAPTCHA and [Google Privacy PolicyGoogle Privacy Policy](https://www.google.com/intl/en/policies/privacy/) and [Terms of ServiceTerms of Service](https://www.google.com/intl/en/policies/terms/) apply. [HubSpot](https://www.meetkiwi.com/home/hubspot-platform/) [Marketing Hub](https://www.meetkiwi.com/home/hubspot-platform/marketing-hub/) [Sales Hub](https://www.meetkiwi.com/home/hubspot-platform/sales-hub/) [Service Hub](https://www.meetkiwi.com/home/hubspot-platform/service-hub/) [Content Hub](https://www.meetkiwi.com/home/hubspot-platform/content-hub/) [Data Hub](https://www.meetkiwi.com/home/hubspot-platform/data-hub/) [Revenue Hub](https://www.meetkiwi.com/home/hubspot-platform/revenue-hub/) [Smart CRM](https://www.meetkiwi.com/home/hubspot-platform/smart-crm/) [Breeze AI](https://www.meetkiwi.com/home/hubspot-platform/breeze-ai/) [Services](https://www.meetkiwi.com/services/) [HubSpot Setup + Admin](https://www.meetkiwi.com/services/hubspot/) [Onboarding](https://www.meetkiwi.com/services/hubspot/onboarding/) [Implementation](https://www.meetkiwi.com/services/hubspot/implementation/) [Data Migration](https://www.meetkiwi.com/services/hubspot/data-migration/) [Integrations](https://www.meetkiwi.com/services/hubspot/integrations/) [HubSpot Action Plan](https://www.meetkiwi.com/services/quick-wins/hubspot-action-plan/) [HubSpot Admin-in-a-Box](https://www.meetkiwi.com/services/hubspot/crm-admin/) [HubSpot Punch Card of Calls](https://resources.meetkiwi.com/hubspot-call-punch-card) [Breeze AI Agents + Assistants](https://www.meetkiwi.com/services/hubspot/ai) [Managed Services](https://www.meetkiwi.com/services/managed-services/) [Quick Wins](https://www.meetkiwi.com/services/quick-wins/) [AI Setup + Optimization](https://www.meetkiwi.com/services/hubspot/ai) [Revenue Operations](https://www.meetkiwi.com/services/revenue-operations/) [Marketing](https://www.meetkiwi.com/services/marketing/) [Sales Enablement](https://www.meetkiwi.com/services/sales-enablement/) [Customer Success](https://www.meetkiwi.com/services/customer-success/) [Websites](https://www.meetkiwi.com/services/websites/) [Our Work](https://www.meetkiwi.com/results/) [Learn](https://www.meetkiwi.com/learn/) [Resources](https://www.meetkiwi.com/learn/resources/) [In-Depth Guides](https://blog.meetkiwi.com/advanced-insights) [Blog](https://blog.meetkiwi.com/) [Events](https://www.meetkiwi.com/learn/events/) [About Us](https://www.meetkiwi.com/about/) [Meet the Team](https://www.meetkiwi.com/about/team/) [Careers](https://www.meetkiwi.com/about/careers/) [Pricing](https://www.meetkiwi.com/about/pricing/) [HubSpot Accreditations](https://www.meetkiwi.com/about/hubspot-accreditations/) [Technology Partners](https://www.meetkiwi.com/about/technology-partners/) [Software Industry Expertise](https://www.meetkiwi.com/about/software-industry-expertise/) ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Jessica Laurello", "url" : "https://blog.meetkiwi.com/author/jessica-laurello" }, "dateModified" : "2022-02-03T18:34:56.302Z", "datePublished" : "2012-07-09T15:32:17.000Z", "headline" : "Brush Up On Your Design Vocabulary: Typography Edition", "image" : [ "https://blog.meetkiwi.com/hubfs/brush-up-on-your-design-vocabulary-typography-featured.jpg" ], "mainEntityOfPage" : { "@id" : "https://blog.meetkiwi.com/brush-up-on-your-design-vocabularly-typography-editio", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://blog.meetkiwi.com/hubfs/KiwiCreative_November2018/Images/KiwiCreative-Logo-White.svg" }, "name" : "Kiwi" } } ```