Title: Make your site’s typography make a statement
Author: marybaum
Published: July 11, 2023
Last modified: July 12, 2023

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# 󠀁[Make your site’s typography make a statement](https://developer.wordpress.org/news/2023/07/make-your-sites-typography-make-a-statement/)󠁿

By [marybaum](https://profiles.wordpress.org/marybaum/)

July 11, 2023

[Beginners](https://developer.wordpress.org/news/category/beginners/), [Concepts](https://developer.wordpress.org/news/category/concepts/),
[Themes](https://developer.wordpress.org/news/category/themes/)

## A series of six posts

In fashion, designers talk about statement jewelry — a necklace, for example, that
takes a simple sheath dress and ramps up the visual impact by a factor of ten or
two hundred. 

In kitchen design, my mother used a range hood over an island as the statement piece.

![Photo: Kitchen with a range hood as statement piece, aka focal point,
 in the 
design.](https://lh4.googleusercontent.com/mU3m7bYaqmikLYoEvVvmKjgzebq8AeZ897TNVfdI0WnAAP7rhLdZ-
5zwOZhERWx_meRMIh5oi-mMCKgUgdyuRFe7VnI7ibd8hZvyh0-5gxKrE5Jg0Ms_8LF7q7CeD2hrUvi2dz0uMIHSonnxRVZFMm0)

The range hood as statement jewelry in a Missouri kitchen, ca. 2004

In both cases, the statement is the outstanding, showy element of an overall design
that draws the eye and brings all the other elements together.

We see it on the web, too. Closest to home, the current design of this very blog
uses an oldstyle version of Garamond in a light weight, but big, for headings. That’s
a statement, for sure. And a quick look through the design blogs will show lots 
more examples of statement type.

![Home page of WordPress developer blog, with EB Garamond headings](https://developer.
wordpress.org/news/files/2023/07/devblog-screenshot-1024x601.jpg)

All well and good, you might be saying. 

But how do you achieve it, and why would you want to? 

Especially when:

 * Most of your clients are in industries that don’t put aesthetics first. 
 * You don’t have a big budget for visuals. 
 * You can only use certain type families, because the client has brand standards.

Well, fear not.

Below you’ll find the first of six posts that will take you from basic terminology(
What’s  the difference between a **_font_** and a **_typeface?)_** to picking typefaces
and type families that will pull your site together with verve and panache.

And you’ll make it all work, with less code than you’ve ever written in your life.

###### **Make your site’s typography make a statement: a series of six posts**

 1. **The visual voice of type: **basic type terms, so we can start the discussion
 2. **The anatomy of a character.** How do those parts give a typeface its voice? What
    makes a family appropriate for automotive or fashion, tech or consumer packaged
    goods?
 3. **Setting body type** so it’s easy to read long-form editorial content: a progression
    from naked HTML to nicely formed paragraphs and subheads
 4. **Picking type **for a site, to build a brand: a simple formula (battle-tested 
    over 40 years of continuous use!) you can follow every time that will give you 
    remarkably different looks that seem to arise organically from the nature of the
    site itself.
 5. **Beyond Google Fonts: where do you find great type families? **There are sites
    full of supposedly free fonts that are full of student experiments and knockoffs
    of famous brands. There are big sites offering entire libraries of the foundries
    that built the type we see every day. And then there are the places I go, for bundles,
    subscriptions and deals.
 6. **Making type work:** Across browsers. **_In block themes._** In theme.json (but
    mostly in the Editor). And with a little PHP and CSS, you can use the entire universe
    of type sold online today. 

#### Post #1 of six:

# The visual voice of type

What’s the first thing you ever learned about communicating online?

Was it this? “Don’t ever use all caps. People will think YOU’RE YELLING AT THEM!”

Even in a plain-text world, if you go back that far, it was clear that type has 
a voice. 

## Type also has a language.

Work with type long enough, and you’ll discover that there are words that classify
and organize typefaces. Words to describe letters and their combinations. And words
to describe every part of a letter, down to the dot on a lower-case i.

The better you learn the language of type, the better your choices will match the
voice of your content, attract the traffic that most wants to engage with it, and
convert that traffic to solid members of your community.

**Table of Contents**

 * [Organizing your type: fonts, faces, families](https://developer.wordpress.org/news/2023/07/make-your-sites-typography-make-a-statement/?output_format=md#organizing-fonts-faces-families)
 * [What’s in a style? Serifs, weights, slants](https://developer.wordpress.org/news/2023/07/make-your-sites-typography-make-a-statement/?output_format=md#whats-in-a-style)
 * [The weight of a face: is thin always in?](https://developer.wordpress.org/news/2023/07/make-your-sites-typography-make-a-statement/?output_format=md#weights)
 * [Italics: putting the slant on your type](https://developer.wordpress.org/news/2023/07/make-your-sites-typography-make-a-statement/?output_format=md#slants)
 * [Is that type wide enough for you?](https://developer.wordpress.org/news/2023/07/make-your-sites-typography-make-a-statement/?output_format=md#widths-compressed-expanded)
 * [Need some space? So does your type!](https://developer.wordpress.org/news/2023/07/make-your-sites-typography-make-a-statement/?output_format=md#spacing)
 * [And finally, there is paragraph spacing](https://developer.wordpress.org/news/2023/07/make-your-sites-typography-make-a-statement/?output_format=md#graf-spacing)

## Organizing your type:⏎ fonts, faces, families

Most people use the word **_font_** to describe anything connected to typography:

**_“Can we make that font bigger?” _**

**_“I’d rather that red font were blue.”_**

Strictly speaking, **_font_** has two meanings: it’s a piece of software you install
on your computer or upload to a server that renders text in a particular typeface.

**_“I want to download that font.”_****_ __“How do you activate a font on this machine?”_

Or, in a nod to type’s history in molten metal, a font can also be a single weight
of a typeface, at a single size.

![Illustration: A font is specific typeface, size, and weight—just as it would have
been if cast in hot metal.](https://lh3.googleusercontent.com/kAlp1mOoGYP2m8e7SaZn0amwxh7g_TYea2p9tCfoasFoDEEvgu-
BelyjrvdLx_YwauiTFSmOEp1Y0UEYyTyB2PJzVm7nN82Iizn6EcB_H7FzN5cyQSQHNdpU7nVgpS-F5UuAHHgTdNQ0GJCvpQx6TtA)

A **_typeface_** is a complete set of characters that share a common style (and 
a common name). Above, the **_typeface_** can be the named part, or the named part
plus the weight and style.

![Illustration: typefaces.
](https://lh3.googleusercontent.com/FXCArJ6P6WTRPJ8CHYWWGcysBOJCH3erKJKPL4ghIR6M5hRloOFE3tDxkef5UyGJpUhqw8PcfSF9dzdziLAV10_7PlkAARQODSUq4-
CbEgvsdh4tURNQUS7OlhsPsLwuiO_Nu2dv64Rw1fl5dhUZnqs)

A simple distinction: the font is what you use. The typeface is what you see.*

A **_type family_** is a collection of typefaces that have the same style but vary
by weight. Usually each weight comes with an italic style, but not always. And, 
usually, a vendor will sell the whole family for less than you’d spend on three 
or four weights.

A **_superfamily_** is a set of two or more families that combine a serif typeface
and a sans-serif. 

## What’s in a style? ⏎ Serifs, weights, slants

Already in our discussion we’ve had to use some jargon that describes the top three
things that make one typeface different from another.

![Illustration: serifs on type.](https://lh4.googleusercontent.com/4XqHEnpjwTCSa9k1_28q-
2b43-rCeEjEX2SM7DNOqtN_bGFbozgQBXauqXxHepwwkjkcKdw3Hzx4zUOdIOqVZWgvNnFBPD4Y-bb7cq-
7Yk--mhrq4_wsdaL1G7Gu888MJ77-0n-A8Lodm13QZ4-NxL0)

This is Haboro Normal Light, a **_serif_** typeface. Serifs (green, in the picture)
are the extensions at the tops and bottoms of the main vertical in each letter that
has one. Those verticals are **_stems. _**In print, art directors have long held
that serifs help readability by guiding the eye across the space between letters.

![Illustration: Montserrat ExtraLight is a sans-serif typeface.](https://lh5.googleusercontent.
com/OtFVvt6UHHwcyiuzFfb3KDoTsJmxI6oqAcd0-yzubgQOc_uMXTzkUO9qTGwylh2b0fzL_lL-I81PZoArf5NHkMPoVkLYHP3naJThxHRPL34JOjK-
qyYuFVOtQqa215Oh5mOZ0Z5pG4fWb-47_pEJe70)

This is Montserrat ExtraLight, a **_sans-serif_** typeface. It has no serifs.

![Illustration: Museo Slab has slab serifs.](https://lh4.googleusercontent.com/I-
OdN-wHMBRR3K2lUEVZLj3ju2N9CgVK54PB9Hnq6G3-SAlIJOnOD-0OHM0FGG3rv16mstDkBPSwH0Mmb9a9MX-
FjS9A-4IiO67IEBg0kqMOkMndHg5IdjDeB7EUMT6eXXjfZBKOj5FzO0rXi1Ka5xs)

This is Museo Slab Light, a **_slab-serif_** typeface. Again, the serifs are in 
green. Slab serifs work especially well on the web, because they retain the legibility
advantages of serifs. At the same time, their extra thickness keeps the serifs visible
even on low-resolution screens. 

## The weight of a face: ⏎ is thin always in?

![Illustration: The nine weights of the Montserat type family.](https://developer.
wordpress.org/news/files/2023/07/weights-633x1024.png)

The **_weight_** of a typeface describes the thickness of the lines that give a 
character its form.

Montserrat, at left, has all of the nine weights you can specify in CSS and JavaScript,
including theme.json, with the numbers from 100 to 900. It also has nine italic 
weights.

Keep in mind, though, that a type family can have as few weights as one—or more 
than 50! 

## Italics: putting the slant on your type

![Illustration: Montserrat also has nine weights of italics.](https://developer.
wordpress.org/news/files/2023/07/italic-weights-884x1024.png)

Here are the **_italic_** weights of the Montserrat family.

Not every family has italics. And some families have **_oblique_** versions of each
weight.

A **_true italic_** is a separate design from the regular version of the same family.
An oblique is often little more than a slanted version of the regular style.

Montserrat has true italics: the lower-case **_a_** consists entirely of the curved
part and the vertical, and they’re the same height. That’s called a **_single story_**.
Serif families, like the Garamond above, also simplify the lower-case **_g_**.

## Is that type wide enough for you?  

Type families have a third property that defines their voice: width. The very biggest
families will have a set of weights in each of several, ranging from compressed 
to extra-extended.

![Illustration: Typefaces can vary in width from compressed to extra-wide. The Normal
width (not shown) is neither condensed/compressed in any way nor extended/wide in
any way.](https://lh3.googleusercontent.com/8sVPPSmfyStmA1-2FUqr937FQc9hwkFqUkR6l4PJdPesfAddFsENlo0Gcafkccl0oSJ_WBGQDdQhT5fDWR6YPXQgNi-
kN0WMBwnvp6fdZK8A6DV6tS75y-qKfIKMRuZlp_VKbwXI0WKcB_F-QSmsFfI)

Sans-serif type families tend to come in a fuller range of widths than serif families.
Here are the three widths Haboro comes in.

![Haboro, a high-contrast serif type family, has three widths: condensed, normal
and extended.](https://lh5.googleusercontent.com/WG7b7h0dEyyiR_nD5Wwnu-5sG3z6l5VPjdukK1TDb8N_9TqrOpxewtTQYY25JDSrbgzmzOzJzW0JC3braKeoVBfR7WvsViId8LmK3C_mrGW2cQmBDzh9H5sboAfCB1tu_gSN4yqhnI3BYwuUEHyyNnU)

A later piece in this series might take a look at some reasons for that and ways
to work around it.

## Need some space? ⏎ So does your type!

If a block of text is hard to read, often that’s a spacing issue. Three places spacing
makes a difference are between characters, between lines, and between paragraphs.

The two kinds of spacing between letters are **_tracking_** and **_kerning_**. 

**_Tracking_** is a fixed distance between letters that you can apply globally to
a block of text, or to every block of text that displays in a specific style. 

**_Kerning_** is a fine adjustment of the space between two given letters. Most 
often, you’re tightening the space between an initial uppercase letter, like T or
P or W, and the next letter, usually lower-case, to make the letter-spacing consistent
through a whole word.

The space between lines is called **_leading_**, in yet one more nod to the old 
days of metal type. In those days, typesetters added thin lead bars between the 
lines of type to add the necessary space.

![Illustration: three samples of Haboro Condensed Medium with three (out of a nearly
infinite number!) different settings for kerning, trackn=ing, and leading.](https://
lh6.googleusercontent.com/3rfxJgWwS9XIk98n2DkjZw0cHKEj4_oUTN-psg-weSvrS3xr-wF5d5yUrljNHz9mh0Zi2ctBH4cmOcdRmGk7gcVix8Gw85SlXXk-
A-wi5qOfImzQSWj2YuqRTZTrddBFaTjTQT1fWN6T5t74kxeouU4)

These three samples are from Adobe Illustrator. Like the other desktop tools it 
inspired, Illustrator lets you control spacing—both kerning and tracking—to a tiny
fraction of the width of the uppercase M in the typeface you’re using. (That unit
of measure is an **_em_**.)

The samples above have their tracking at -25, 0, and 25 hundredths of an em, respectively.
In CSS, you set tracking with the letter-spacing property.

The Adobe tools also let you set kerning numerically—or apply one of two global 
values: optical and metric. Those values come from the typeface itself, which may
or may not have embedded a list of letter pairs with spacing values that automatically
tighten the space between, say, **_T_** and **_o_** in a word that starts with **
_To_**.

### **There is no kerning in CSS. **

Years ago, a few people wrote some JS libraries that tried to do a little kerning,
but they never caught on.

Finally, there is leading. The desktop tools let you set it numerically, or as a
proportion. 20% leading is the same as a CSS line-height property of 1.2.

![Image: two type samples. One has loose leading and tight tracking—the other has
tight leading and loose tracking.](https://developer.wordpress.org/news/files/2023/
07/lousy-leading-1024x477.png)

Above, loose leading in the top sample doesn’t make a line of text hard to read.
It does (to some eyes) look a little fussy.

The bottom sample is a different story. Loose tracking and tight leading makes it
harder to see distinct lines of type; instead, the sample looks more like a bunch
of floating letters. 

## And finally, there is paragraph spacing

Paragraph spacing is flexible—some folks just eyeball it. Disclosure: these samples
are eyeballed (by someone who has been working with type for almost 50 years …) 

If you’d like a formula, you can start with 150% of the leading. That used to be
conventional wisdom for print. 

On the web, a quick look at the WordPress Themes Directory reflects a preference
for more space between paragraphs and still more between sections.

###### _Next in this series: The anatomy of a letterform_

_Props to [@greenshady](https://profiles.wordpress.org/greenshady/) and [@bph](https://profiles.wordpress.org/bph/)
for feedback and review._

**Categories:** [Beginners](https://developer.wordpress.org/news/category/beginners/),
[Concepts](https://developer.wordpress.org/news/category/concepts/), [Themes](https://developer.wordpress.org/news/category/themes/)

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[theme.json](https://developer.wordpress.org/news/tag/theme-json/), [Typography](https://developer.wordpress.org/news/tag/typography/)

## 6 responses to “Make your site’s typography make a statement”

 1.  ![Elliott Richmond Avatar](https://secure.gravatar.com/avatar/bc20e5a857005e3425469241b675e4bd19cf1cb6f98383d68252c2fabbe81134?
     s=40&d=identicon&r=g)
 2.  [Elliott Richmond](https://profiles.wordpress.org/erichmond/)
 3.  [July 12, 2023](https://developer.wordpress.org/news/2023/07/make-your-sites-typography-make-a-statement/#comment-1333)
 4.  What a delightful article! It brings back fond memories of an old typography tutorial
     book that came with my first Mac SE 30. I remember when I embarked on my typsetting
     journey for the first time – those were the days! This piece filled me with nostalgia,
     and I can’t wait to read the rest of the series. Thank you Mary.
 5.  [Reply](https://developer.wordpress.org/news/2023/07/make-your-sites-typography-make-a-statement/?replytocom=1333#respond)
 6.   a. ![Mary Baum Avatar](https://secure.gravatar.com/avatar/46e579e5809af6c797613c207eb35f9b2ef06b2008e48c03e63e6d801ad048d6?
         s=40&d=identicon&r=g)
      b. Mary Baum
      c. [July 12, 2023](https://developer.wordpress.org/news/2023/07/make-your-sites-typography-make-a-statement/#comment-1334)
      d. Aren’t you lovely! Thanks very much—and as I was thinking about your comment,
         I remembered a book I should recommend: the old The Mac Is Not A Typewriter. 
         Wonder if that’s still around?
      e. [Reply](https://developer.wordpress.org/news/2023/07/make-your-sites-typography-make-a-statement/?replytocom=1334#respond)
 7.  ![Maurizio Avatar](https://secure.gravatar.com/avatar/87cb70ec7b0d635f81f1d02f6aeca911c8640872480e8c5d1ca99ab2eb79a8d3?
     s=40&d=identicon&r=g)
 8.  Maurizio
 9.  [August 20, 2023](https://developer.wordpress.org/news/2023/07/make-your-sites-typography-make-a-statement/#comment-1490)
 10. Great article 😎
 11. I’m a type nerd, from letterpress & movable type to digital typefaces, and I really
     appreciate the precise yet simple way in which the concepts are explained. No 
     more excuses for confusing various typographical terms 😃
 12. [Reply](https://developer.wordpress.org/news/2023/07/make-your-sites-typography-make-a-statement/?replytocom=1490#respond)
 13.  a. ![marybaum Avatar](https://secure.gravatar.com/avatar/46e579e5809af6c797613c207eb35f9b2ef06b2008e48c03e63e6d801ad048d6?
         s=40&d=identicon&r=g)
      b. [marybaum](https://profiles.wordpress.org/marybaum/)
      c. [August 21, 2023](https://developer.wordpress.org/news/2023/07/make-your-sites-typography-make-a-statement/#comment-1493)
      d. Thank you very much!
      e. [Reply](https://developer.wordpress.org/news/2023/07/make-your-sites-typography-make-a-statement/?replytocom=1493#respond)
 14. ![Medina Pippig Avatar](https://secure.gravatar.com/avatar/e5c87b542437270cbc3e7d0771a9bd9ff597c9ed5a7687d37148e0d7d11e18c5?
     s=40&d=identicon&r=g)
 15. [Medina Pippig](https://fontesdeletras.io/nl/)
 16. [August 23, 2023](https://developer.wordpress.org/news/2023/07/make-your-sites-typography-make-a-statement/#comment-1502)
 17. Each paragraph focuses on a specific aspect of typography design and use, helping
     the reader better understand concepts and terms related to typography. It is very
     useful for me.
 18. [Reply](https://developer.wordpress.org/news/2023/07/make-your-sites-typography-make-a-statement/?replytocom=1502#respond)
 19. ![Derek Avatar](https://secure.gravatar.com/avatar/bb79693fdbb0850e09f4cb21e20102f96b5af70f00d40ac8ef78fbed087ff8a7?
     s=40&d=identicon&r=g)
 20. [Derek](https://derekhanson.blog/)
 21. [September 10, 2023](https://developer.wordpress.org/news/2023/07/make-your-sites-typography-make-a-statement/#comment-1607)
 22. Beautifully written! The use of type within the article embodies everything you
     are describing. I can’t wait for the rest of this series.
 23. [Reply](https://developer.wordpress.org/news/2023/07/make-your-sites-typography-make-a-statement/?replytocom=1607#respond)

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