Fontsmith’s complete guide to typography terms -- As a web designer, typography is paramount. Even on sites where images or video are the main focus, the way you treat text will make or break your site’s usability and aesthetic. Even so, most of us are not expert typographers. We may have a handle on a few of the basic terms, and the rules we need to make text generally look good. That’s a start. But typography is a field, an industry, and a science unto itself.