Typography is the art and technique of arranging type to make written language legible, readable, and appealing when displayed. The arrangement of type involves selecting typefaces, point size, line length, line-spacing (leading), letter-spacing (tracking), and adjusting the space within letters pairs (kerning). The term typography is also applied to the style, arrangement, and appearance of the letters, numbers, and symbols created by the process. Type design is a closely related craft, sometimes considered part of typography; most typographers do not design typefaces, and some type designers do not consider themselves typographers. Typography also may be used as a decorative device, unrelated to communication of information.
Negative space is, quite simply, the space that surrounds an object in a image. Just as important as that object itself, negative space helps to define the boundaries of positive space and brings balance to a composition.
More and more these days, the creative world is seeing an emergence of artists creating positive spaces and shapes that, in turn, cleverly carve out shapes in negative space intentionally. And the results can be stunning.
“Visual hierarchy refers to the arrangement or presentation of elements in a way that implies importance. In other words, visual hierarchy influences the order in which the human eye perceives what it sees. This order is created by the visual contrast between forms in a field of perception.”