When Letters Move: How To Pick The Right Typography That Would Bring You More Customers

Typography plays a huge part in the digital landscape nowadays. It is one of the backbones that makes content marketing successful. On the other hand, content marketing is one of the primary ways in attracting and retaining customers and generating leads, profits, and sales for a brand or company.

What Is Typography?

Typography is simply the way a text is arranged on a document or page of a website. It is one of the most important factors in content marketing and web design. Be sure that you have the right typography as business owners tend to overlook its importance at times. A logo is considered as an example of typography. It is designed to specifically fit a brand.

The Importance of Typography in Bringing More Leads

Typography is important because it attracts customers to a page. It is also a huge factor in bringing in more customers because reading content information keeps them engaged. Fonts or texts on websites shouldn’t be difficult to read. A web designer must always keep in mind that they manage typography on website pages effectively by using the proper contrasts of fonts, layouts, and typesets.

When it comes to branding, typography should also be taken into consideration because it identifies a brand when it is used in logos, websites, social media platforms, events, and marketing campaigns.

Tiny details of a website can make a huge difference and impact on its viewers.  Experienced web designers understand typography’s importance, and this is why they give a lot of attention to its details.

How to Pick the Right Typography

The choice in picking the right typography may seem limitless, and there is no way to perfectly understand the options to choose from the list of recommendations and categories. However, the process shouldn’t be intimidating as there are several ways of selecting the right one for your brand.


Here are Seven Ways on How to Pick the Right Typography:

1. Pick a typeface for your target customer and make sure it would match your website design

Web designers oftentimes neglect the underrated typeface. A seasoned designer knows the importance of a good typography and how it affects the brand. It enhances the user experience of your customers, which is a huge part of brand marketing.

Consider your targeted customers and your brand’s identity. For example, find out whether your targeted customers are modern or young, or traditional or matured. Once you have determined this, there are several appropriate types of typographies or fonts to choose from:

a.) Modern Font – these are fonts that have a feel of a neat and minimalistic design. The Lombok font is an example; its character is often bold or thin.

b.) Traditional Font – these fonts signify reliability and comfort that has been around for a long time. Examples are the Georgia and New Times Roman. If your brand and website possess qualities of being classical and old-fashioned, these fonts are the right ones to use.

2. Minimize the Number of Fonts You Use

Using three or more fonts on your website makes it look unprofessional and unstructured. Having different font styles can ruin your website and brand design. Limit the use of fonts to a minimum, one or two is enough. Make sure that the fonts you use is reflected on your entire website.

Creating a unified and harmonious pairing of typography on your branding and design can lead you to a successful marketing campaign.

3. Use Safe Fonts

System fonts

In choosing the right typography, designers consider using safe and clean fonts. Having clear, readable, and legible fonts lessen the probability of distraction.

Always consider the user experience. Remember that your aim is to have good communications and interaction with your customers. Let them have an easy time understanding what you want to say and present your products and information in an uncomplicated manner.

You can use some of the safe fonts and typefaces such as: Arial, Tahoma, Impact, Lucida Grande, Helvetica, Times New Roman, Georgia, and Verdana.

Additionally, these fonts will also help your website load faster and can lessen loading issues.

4. Refrain from Using Widows and Orphans

Keep in mind to refrain using widows and orphans.  A widow refers to a line of text that is located in a paragraph and has moved over to the next column. Like a widow, an orphan is a single word on its own on a line, except it is present at the beginning of a column or a page. If you have a widow and an orphan on your content, readability suffers, as well as your user experience. The overall aesthetic design of your website is also jeopardized.

To avoid using widows and orphans on your website, you can:

  • Manually revise the text to adjust the line length.
  • Create a soft return (press shift + return) on the word in front of the orphan.
  • Adjust the text box

5. Pick a Font that Goes Well in Different Sizes

Your font needs to be legible in different sizes. Having appropriate font sizes is a must and make sure that your fonts scale well. In digital publication or websites, it is quite difficult to have a level of control on what your customers see. This is the reason why you must have a strong and versatile font type.

Your customers may access your website using different devices having various screen resolutions and sizes. Therefore, it is important to use fonts that would work well in different sizes that make up for the readability of your website.

Keep in mind to choose a font that is legible both on small or large screens. Avoid fonts that are cursive in character like the Vivaldi. This font is beautiful, but it is surely difficult to read, especially in small screens.

6. Sufficient Color Contrast is a Must

Never use the same colors for your website’s font and background.  A clear and visible font means an efficient and excellent addition to your customers’ user experience. A font or text that is easy to read and scan is important, and this is where the contrast ratio comes in.

a.) Small fonts or texts must have a contrast ratio of 4.5:1 against your website’s background.

b.) Large fonts or texts must have a contrast ratio 3:1 against your website’s background.

Also, avoid using fonts or text in colors red and green as these colors are most affected in persons with color blindness, one of the most common eye defects especially amongst men.

7. Pay Attention to User Experience

Always pay attention to your customers’ user experience. This is one of the most vital factors in bringing in and retaining your customers. To check your website’s usability friendly feature, you must test it on the public. How?

Get feedback on your website’s typography structure. This is the best way to find out how your typography makes a difference in your customer retentions and conversion rates. Enhancing your website means continuously tinkering with its design to optimize your customers’ user experience.

Fonts or texts matter most for conversion and user experience optimization.  This is the reason why you have to carefully pick the ones you use.

Typography is a major element in your marketing strategy, therefore making the right choices can be very helpful to your brand. The look and feel of your website depend on it. It is important to create a typography that is understandable, readable, and legible.

Creating the typography for your website is always a learning process. These seven ways on how you can pick the right font are here to help you come up with a successful design.

Picking the proper fonts or text is a mixture of skills, understanding, and intuition. There are endless typography options to choose from, but always consider these seven ways to help you achieve the goals you need when it comes to typography.

Are you a web designer, a business owner, or simply someone who is passionate about typography? Share your experience, ideas, skills, and methods in picking the right typography for a website. Were there bumps along way?

Do you have experience in creating or collaborating with other individuals to make sure that a typography project goes well? We’re hoping to start a discussion about typography.  Share to us what you have in mind by leaving a comment below. It will surely be fun to exchange views and opinions. Feel free to share your comments below. I hope what I shared above can help those who are starting their typography lessons.


Ashish Magar

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