When people visit your website or landing pages what are they seeing? Is it great images that share your story? Perhaps, they immediately identify who you are due to your logo or color scheme. Each of these are good indicators, but an oft unsung element of your web content is the typography you choose.
Typography is a great tool that has been defined by some as the place where art meets text. It is more than merely the font chosen, but a tool that allows you to add personality and style to your web content. It may seem odd, but subconsciously, most people will stay or leave a website based purely on the typography used. Why? Because how your chosen typography works with the graphics, colors, layout of the lines and spaces all play a role in readability and retention of your guests.
The Art of Typography
Choosing the perfect typography for your website is important, so you need to understand the key components of typography.
- Typeface – This more than just the font. It involves the characters, letters, numbers and symbols that comprise a design. For example, Garamond and Arial are typefaces, not fonts.
- Fonts – These are a set style of typeface. Graphics people often refer to a font to be the delivery method, and the typeface to be the creative element.
- Line length – How long a line of text is.
- Leading – The space (over and beneath) between the lines of type.
- Tracking /Spacing – Used to adjust the space so that it is uniform throughout the passages of text.
- Kerning – This is the amount of space between the letters.
Each of these elements makes a difference in how site guests relate to your site. The goal is to select typography that meets your needs while engaging guests. As each typeface has a different personality, you need to think about your message and how a specific font correlates to it. To help you make a decision regarding the best typography for your website content, keep the following tips in mind:
- Don’t let expressiveness override usefulness. The font may be “pretty” but if it is hard to read, then it is not helping you.
- Your chosen typeface should complement the text, not hide its message.
- Remember that while variety is good, too much is distracting. Keep it simple when at all possible.
- Keep your audience in mind. If you are promoting a product that will likely be used by an older buyer, then you may wish to consider a larger font so they can read your site more easily.
- When it comes to line length, don’t have numerous short lines. This causes more eye movement and can frustrate many readers.
- Be sure there is sufficient space between words, but not too much! The goal is for the spacing to be comfortable to read, without being crowded or cramped.
Typography is an important element of your website. After all, your goal with a website is to encourage people to want to stay a while and follow through with your Call to Action. The Mobile Associates team recognizes that it can be challenging to select the perfect typography for your site, and is here to help you. If you have questions regarding how to blend the perfect typeface with your website, give us a call. We would love to help you!