Runes for swords, glyphs for armor in The Witcher 3
Runestones go in Witcher 3 sword slots and glyphs go in armor slots, and each comes in lesser, standard and greater tiers. The effect is small on its own, which is why filling three matching slots is usually better than mixing them.
Every entry lists what the upgrade does, the components it is crafted from and the merchants who sell it, so the cheaper route between crafting and buying is visible before you commit.
Witcher 3 runewords and glyphwords
Witcher 3 runewords and glyphwords arrived with Hearts of Stone and work differently: they take every slot on an item and replace the individual bonuses with one large effect, fitted by a master craftsman rather than slotted by hand.
They are expensive and permanent for that piece, so they suit finished gear. Which slots an item has is on its page under Witcher 3 weapons or armor.