rhetoric in typography

Typography is a tool for creating emphasis and hierarchy. It creates a navigational map for the page—and therefore for the content. Typographical characteristics in the words give hints to the viewers about their purpose and importance. Side notes, headlines, table of contents are recognized as such through typography. Words in bold face attract the viewer’s attention. Big letters are considered more important than fine print. Emphasis is placed on words through the use of italics, changing the perception of the content.

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