I dedicate a lot of time to typography in my designs, and if you’ve read traditional typography books, you might recall “the measure.” If not, it’s just the length of a line of text. But measure encompasses more than that, and understanding its significance can transform your approach to layout.
So, why is it called the measure?

Before desktop publishing, typesetters used physical metal type. They arranged text lines within a composing stick, and the stick’s width was called the measure. It was the literal space for type, and everything on the page — column widths, margins, and gutters — was designed around it.
A good measure makes reading comfortable, while a bad one complicates it.

