By Gregory Smyth
Typography’s Role in Conversions
Though there’s a lot of focus placed on broad site architecture and content strategy, typography does not receive that same focus. Yet type choices have a material effect on profitability as well as user interaction. Difficult-to-read fonts will lose visitors prior to reading your copy, while good typography improves readability, engenders credibility, and highlights your proposition. Other than the words themselves, typography itself has come to be recognized as a catalyst of user experience as well as conversion optimization.
Font Size and Accessibility
Font size remains one of the most important things to think about. Anything smaller than 12px is difficult to read for the average user, and accessibility guidelines such as WCAG 2.2 recommend at least 16px body copy on the web. If your users are children or older adults, readability is of even greater concern. Larger font is also imperative for phone users, who quickly become frustrated with tiny type. Small font still finds an application for elements such as captions, disclaimers, or copyright material, but easily readable body copy is of paramount importance for usability and conversions.
Line Length and Layout
Readability is essential in SEO and website design. And, it is not only determined by font size but also by text block width. Research confirms that users read best when the line width is between 50 and 75 characters per line. When text blocks are too broad, they ask the eye to travel too far; when text blocks are too thin, they become staccato. That’s why newspaper text blocks are narrow and why modern web designers set responsive breakpoints that maintain optimal line width across a range of screen sizes. When we use CSS clamp() and responsive libraries for typography, text adapts automatically while keeping readability optimal on phone, tablet, and desktop.
Font Choice and Web Compatibility
Earlier, there were only a few choices of “web-safe” fonts like Arial, Verdana, and Times New Roman. Now, with libraries like Google Fonts and Adobe Fonts, thousands of high-quality fonts can be incorporated directly into sites. Variable fonts have been particularly well received because they offer multiple weights and styles within one file, keeping the load low while giving the designer freedom. When designing font options, brand character must be offset against readability, and fallbacks must be established for different operating systems and browsers.
Alignment and Readability
Alignment of text immediately influences consumption by users of the content. The use of center-aligned text will be appealing in terms of design fundamentals, but quickly reduces readability on longer passages. A fully justified text will produce ragged spaces that will obscure text. Statistics and A/B testing verify that left-aligned text with a ragged right edge will usually do best in terms of readability and conversion. That being said, selective use of fully justified or center-aligned text for headings or short quotes will still provide visual appeal, done sparingly.
