Typography is more than just a science…it’s an art. Only this is an art that goes largely unappreciated. The sad fact is that if you do it right, no one will ever notice unless they’re also designers, because it looks professional. But if you do it wrong, EVERYONE will notice. Using type effectively starts with understanding its anatomy. Every element of type serves a purpose. Like people, type has a personality. It has moods, conveys emotion and feeling. Knowing what type to choose, where to use it and why it’s going to work is what separates amateurs from the professionals. The purpose of this guide is to teach you the anatomy of type and how to use it effectively.