Script shoulders an important role as the means by which "speech" is visually transmitted. The case of websites is no different, with the language of those communicating information rearranged into a code of letters or characters and then passed on to a website's viewers. While concrete information may be adequately transmitted through written symbols, however, it would be difficult for the wider purpose and context of a speaker's message to be fully transmitted solely through a series of letters. Just as language varies with a speaker's purpose, the way in which written symbols come across to a reader also changes greatly depending on the chosen means of expression.
Typography refers to the design technique that brings out the beauty and readability in script used for printed material, by using characters that fit the purpose of the information, and then effectively formatting and arranging these characters. Typography covers a very wide scope, including choice of font and size, amount of space between characters and lines, and the amount of space on the 'canvas' that will be taken up by text.
The printing industry has managed to bring about advancements in technique by adapting to technological innovations while at the same time staying true to certain already-established foundations of typography. Similarly, fundamental approaches in typography can also be greatly applicable to Web-based media. Here, we will investigate how, using CSS, we can bring into being some traditional typographical techniques.