Typography is the nature of the print on the page.  Though the term originated in the printing industry, its principles are adaptable to onscreen techniques, as well.
ty·pog·ra·phy (tī päg′rə fē) may be defined as follows:    
noun

the art or process of printing from type
the art or process of setting and arranging type for [...]

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White space and its skillful use are very important in getting your message to your customer completely enough for him or her to take the action you desire.
The “visual appeal” of a piece of writing or writing with images is very important.  The importance is psychological.  White space gives a relief in the reading process [...]

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