Design Terms: Typography

Marketing jargon is everywhere. You can learn two quick ways to synergize your paradigm shifts anywhere that you look. That is not why we like to use creative terms. The terminology that we use in different situations is what allows us to describe specific elements as accurately as possible. We are going to go over some of the text terminologies that we use here.


I think it’s safe to assume that everyone knows uppercase and lowercase as the most common terms used to describe how a letter appears. But, there are some other terms that you should make yourself familiar when describing text’s casing.

Small caps is a special type of casing where all the letters have the same shape as if they were uppercase letters, but the characters that would normally be the lower case are simply smaller. Certain font families are only available in this format. It can also be a great way to show a headline in a more traditional method.

Sentence case is when the first letter of a sentence is capitalized. Most of the text that you see on a daily basis is sentence cased. This casing style is used in paragraphs and bodies of text, as well as some headlines. It’s accepted to be used anywhere.

A title cased sentence has every word capitalized. This style is generally reserved for names, such as book or movies, and headlines or titles. It’s generally considered bad form to write paragraphic in title cases.

There are other examples of casing, SuCh As ThIs… but we like to pretend that those do not exist.


Normally, when talking about text-size, we are referring to the font size. This is the measurements of the size of each character, but there are a few other measurements around text that are worth knowing.

Line height is the space between the lines of text. We can manipulate this measurement to make the text take up less space, but it will have a significant impact on how it’s perceived.

Kerning is the space between characters. Sometimes, if we want to have the same font size but have too many characters in a title or name, we can reduce the kerning between characters and still manage to fit everything in place.

These are some basic terms that can help accurately describe elements on your creative typography. There are many other terms that we use to describe specific elements, but I hope that these help you clearly and accurately describe what you are trying to change. If you have any questions, feel free to reach out to us here.