The 21st century human is an information junkie. We consume information almost every minute of our waking hours. On the Internet, through newspapers, magazines, billboards, on television; the list is endless.

At least 90 percent of all information that we consume is in the form of words. And how do we access these words? Through typography.
Typography is the art of making words do their job of conveying information in the most efficient way possible.

Typography consists of 5 basic elements:

1. Fonts or type used

2. Size, weight, color, variety of fonts

3. Layout of text – hierarchies and flow

4. Spacing of text

5. Interaction between text and the images

For the sake of simplicity, I shall not delve into leading, kerning, counters and other such technicalities here.

We spend hours of research and design time trying to perfect the layout of a Web page, the color of each button, the number of fields in a form or the navigation from one page to another in order to maximize conversions on our website.

 

 

Typography is an integral part of design. Why then, do we not spend any time on understanding how typography affects a user? Do we realize the impact typography can have on website conversions? Do we even think there is a causal relationship between typography and conversions?
Why Should You Care About Typography?

Typography is the nice suit that you wear to your job interview. You do not get hired based on how nice a suit you wore, but wearing a shabby un-ironed suit definitely makes a bad first impression and reduces your chances of landing that dream job.

Going back to the earlier definition of ‘typography’, you’ll notice that the operative words here are, ‘convey information’ and ‘efficiently’.

Like that nice suit of yours, good typography makes your site look attractive and the information on it easy to read and understand. It casts a good first impression and makes a user want to stay and read on.

A user typically lands on your website to fulfill some need of theirs – to get information, to shop, to compare prices and so on. Users on a website typically view your page as a whole. We all do.

We scan for things that jump out at us first and then follow the visual hierarchy of text, images and white space to understand the information being conveyed.

As a designer / marketer, your job is to make life easier for the user.

Use good typography to help your user understand and agree with what your site is trying to convey. That is the first step to turning a visitor to your site into a paying customer.
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Why Typograpghy Is Important
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   John Siebert is the President and CEO of Tranquil Blue – A Web Design     Tampa Company that focuses on all kind of website design, mobile app development and search engine marketing.

John Siebert is the President and CEO of Tranquil Blue – A Web Design Tampa Company that focuses on all kind of website design, mobile app development and search engine marketing. – See more at: http://www.websitemagazine.com/content/blogs/posts/archive/2014/05/29/typography-the-design-element-that-must-be-given-the-importance-it-deserves.aspx?utm_source=newsletter&utm_medium=email&utm_campaign=newsletter#sthash.oaAoOKtV.dpu