Typography refers to the art of arranging type in a specific order. It involves several aspects like selecting the typeface, line spacing, line length, and the space between letters and groups of letters. In typography, the primary motive is to ensure that the text is coherent and readable. In this art form, the color refers to the darkness of the ink. Newspapers and magazines use compact texts in order to fit in a lot of information in limited space.
Typography is used by a wide variety of professionals including typesetters, art directors, graphic designers, artists and anyone who organizes type for a service or product. Today it is commonly used in marketing to add emotion and communicate particular sentiments. With the digitalization, typography has become very accessible.
The origin of typography can be traced back to Greece between 1850 and 1600 BC. It was initially used on coins and stamps in ancient times. The moveable type was invented in China in the 11th century.
In the 20th century, experimental typography emerged. Francis Picabia was the pioneer in this area. He tackled typography artistically and did not conform to the traditionally established standards. The main intent behind this kind of typography was to convey emotion. Typography is extensively used in advertising and display.
Graphic designers often make use of display typography and combine it with pictures and other artistic factors in order to convey an idea. In advertising, typography is generally used to draw attention to the product or service being publicized. | 
