Typography is an art. It’s the art of arranging words in any written medium in a way which makes the message appealing to the reader. It can include font, size, colour, placement of words, and anything that can contribute to the overall appearance of the text. Effective typography can immensely add substance to a website by primarily holding the audience’s attention and conveying the right messages in the right order. Great advertising and marketing are not only about what you say but about how you say it.
To begin with, the medium (like print media, blogs, social media, website and more), the target audience and your objective play a tripartite role in choosing appropriate typography. For example, choosing the right kind of font that caters to the general age of the people the website targets while simultaneously fitting and conveying the objective will help the message go a long way, particularly in creating the right kind of atmosphere for your audience. Think of it this way, would it be feasible to use the same font, and typography in general, for both, a website selling affordable jewellery for teenagers and a website selling diamond engagement rings for couples?
One of the most important functions of typography is to add logic to the website. This enables the reader to smoothly sail through the hoard of data being given to them. It is vital to create a hierarchy between the various things you need to convey through text. Once broken down into these smaller bits, they can be arranged in a way in which the most important message is highlighted and conveyed first. A simple trick to achieving this is by using bigger fonts and brighter colours. This will ensure that the primary message catches the readers attention first. Placement of the text is also an important tool for getting the same results.
Talking about logic, another important thing to remember is that any website requires consistency when it comes to using typography. Using different styles and placements on different pages on your website is just going to be too much for the reader to digest. If you follow consistency throughout the website, the visitors will have already figured out how to navigate through the website on the first page and will continue navigating smoothly.
When it comes to convincing a potential customer of the integrity of a brand, online media can prove to be a true challenge. One has a limited number of tools at one’s disposal like images, text and, on occasion, video. Squeezing the potential of each of those tools to get your message to the user then becomes a matter of survival.
The best way to efficiently communicate with the audience on a website is to take care of both macro-typography and micro-typography. While the former deals with the overall layout and placement of all the type elements, the latter is a deep dive into each letter, word and line, that is, each type element. Both together have various aspects to look into like measure (width of an element), kerning and tracking (spacing between letters and overall spacing respectively) and leading (amount of space between the baselines of two consecutive lines).
All the above elements can drastically affect the readability of the text on a website. For example, if the leading between two type elements is more than necessary, the text will appear to be detached. Similarly, if the measure of a line is too much, a reader can get lost in the pool of words when coming from the end of one line to the start of the next.
Typography is, without a doubt, an indispensable tool that can truly work wonders for brand messaging on a website. Apt typography can even have a role in the audience's psyche by delivering messages subconsciously.