Creating equal areas of space between two letters.
Never negative Kern.
Only ever refine kerning when you're branding, or for something important that you want to look refined and professional.
Find the biggest space between the letters and then kern the letters around it to fit the same as the biggest space.
You can notice a slight difference, the bottom one has been kerned.
Sentence breaking
Breaking sentences is very important. You need to write the text as if you were speaking it.
It's not what you say, Its HOW you say it.
Hierarchy
We had to position the letters so you red one, two, three four. One had to be at the bottom and four at the top.
Keeping the same sizes we had to then make it read Four, three, two, one.
Easier way is it flip the letters:
Columns
You can use specific fonts to utilize space. For example 'Bimbo' has a small x height so it can be used to mimic the look of bigger leading. Yours eyes follow the leading inbetween text.
You can control how people approach a text by using leading. Bigger leading makes it look like there is less text.
Laying out text is important when designing:
Four columns is meant to be read fast, the thired one is also meant to be red fast but is an easy read, the two columns has been intelligently laid out so it can be read and understood.
Columns of text can be made shorter, or more space can be made by changing the leading, the gutters, squaring off the txt.
Black lines can be also used as gutters, but white spaces are a lot more professional.
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