1. WEIGHT: the overall thickness of the stroke, in relation to its height. (A bold font is “heavier” than a light font.)
2. WIDTH: how wide the letterforms are in relation to its height.
3. STYLE: refers to three different categories – serif/sans serif, the typefaces historical classification and the visual idiosyncrasies related to its historical context, and the specific form variations that the designer has imposed on the letters. Typefaces can either be NEUTRAL or STYLIZED.
4. Type is measured in POINTS. (The typeface is Helvetica 12pt.)
5. POINT: one point equals 1/72 inch or 0.35 millimeters.
6. PICA: 12 points equal one pica, which is the unit commonly used to measure column widths. (12p7 equals 12 picas and 7 points.
7. 72 points in one inch.
8. 36 pt. typeface is about ½ inch tall.
9. 6 picas in one inch.
10. 12 points in one pica.
11. X-HEIGHT: distance between the baseline and mean line of the typeface. (A lowercase “x” is the full x-height, which does not measure anything above that height.)
12. CAP HEIGHT: height of the capital letter above the baseline.
13. LEADING: amount of added vertical spacing between lines of type.