Leading and Kerning

Kerning 

Kerning is the adjustment of the space in between characters in a line of text. The reason why we use kerning is because firstly it can make the characters more clear, for example, certain letter combinations such as WA, and VA can look cramped and over lacking if too close. So by using kerning and creating a larger space between characters can make the words look more clear and easier to read. Another reason why we use kerning is too make text stand out more on a page. For example by creating a larger gap between characters on a masthead, it will make it look bolder and also will take up more room on a magazine cover.  Kerning is important on a magazine cover as all text should always stand out and be eye catching to the audience.

Leading

Leading determines the amount of space between lines in a paragraph, and this is not affected by the length of ascenders and descenders. Looser leading allows the text to be more spread out across a page and makes it easier for the audience to read. Again the importance of this on a magazine is to make the text as clear as possible and also stand out so that the audience are attracted by it and can read the text as clearly as possible.