As people have certain feelings, emotions, and associations with color in web design, so too is the case with typography and web design. In order to properly convey the correct feeling, emotion, or associations that you wish to deliver to your target audience, you have to be aware of your typography design choices when building your brand’s website.
Why is this important?
A study done by Wichita State University revealed the people consistently attribute personalities to different fonts. They’ll receive different impressions on a body of text/header if the font is different, which means that elements of design affect the user experience. It sounds pretty straight forward and intuitive, but knowing exactly what your font is doing to affect that experience is important in creating the best experience for your target audience.
The text you choose is important because it’ll reflect an aspect of your overall brand identity, or reflect an aspect of the message you want to convey to your target audience. Additionally, it affects the overall impression users will get when they look at your webpage. Key to this is spacing. The spacing in between characters and lines plays into the perception of your page because a person’s eyes will rest on spaces. It’s important to have some white-space, but it’s important to utilize only the spacing and tracking (Space between characters) that you need otherwise your legibility will suffer.
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While communicating feeling, emotions, or associations is important in typography for web, legibility is the most important. If a user can’t read your content, they’ll leave. Simple as that. So when using different fonts for your web design, keep in mind basic design principles, as well as what kind of impressions you’ll be leaving on your target audience. With that said, here are font types and what they can communicate to your audience.
Serif Fonts Communicate:
Sans Serif Fonts Communicate:
Script Fonts Communicate:
Display Fonts Communicate:
Modern Fonts Communicate:
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