Typography is the art and technique of arranging or composing type in order to make language visible and meaningful to a viewer. The arrangement of type involves the selection of the typeface, the point size,  the line length, and the leading (line spacing). Adjusting the spaces between groups of letters is called tracking and adjusting the space between pairs of letters is called kerning. Typography is performed by typesetters, typographers, graphic designers or anyone else who arranges type for a product. The following are excellent examples of typography which simply conveys a simple meaning.

"Up & Down"

"I shot the serif."