Universal Principles of Typography

We communicate with text every single day, but what does it mean to really understand type?to use it with clear intent and purpose? The art and science of typography combines subtle tweaks to line lengths with harmonious combinations of weights and styles; considered typeface pairings with a robust set of alternate characters; exciting technological advances with the realities of font licensing. There are so many ways designers can optimize how text is read and influence the way its message is understood?and yet so many designers miscommunicate without even realizing it.