[between the lines]

typography is an element which is often overlooked, under appreciated, and very often confused with just slapping text in the right place with a ‘cool font’. unlike a lot of other principles of design, typography best falls on blind eyes when it doesn’t give reason to stand out but rather invites them to read the contents of the copy without strain or annoyance. when you can pull that off, then you can try and impress your audience and make it an intricate part of work rather than just a way of getting your text read.