Token types are individual language elements such as strings, integers and comments. After creating a new token type, it will appear as an element in the Parser tab, allowing you to create regular expressions that evaluate to your new token type. Additionally, certain conditions can be applied to the new token type in the Rules tab.
For example, the SQL Functions rule has, by default, an Identifier token type which in turn has a number of child tokens such as COUNT, FLOOR and SUBSTR. These tokens-- which are actually all the common SQL functions--can then be manipulated in the Highlighting tab to appear most any way you wish in the Editor.