Layout Basics

Weak typography is everywhere. Spend a few minutes looking, and you'll find errors in spelling, punctuation, grammar, and composition as well as ineffective layouts and formats (such as those that include poor kerning, and inadequate leading). 

Technology is a major barrier to effective typography. For example, a computer keyboard is too small to have separate keys for hyphen, em-dash, and en-dash or for separate open and closed, single and double quotation marks. Designers rely on keyboard shortcuts to find the characters they need, often searching through PopChar on the Mac or Alt character tables on Windows.

Pay attention to the details! Proofread and spell-check rigorously!