Typography is best defined as the art and technique of arranging type to make written language readable and beautiful. It is also a crucial part of your eCommerce website’s design and has a direct affect on your conversion rate. When visitors scan your landing page, they unconsciously make an assessment about the information being presented based on how attractive the text looks, the typeface size, your font choice, and the length of the lines… in short, the typography.

A visitor to your website may find that your copy is hard to read because the individual letters are too close together, or the typeface size is too small, and it is hard to make out the words on the screen. These things all may cause them to leave your website prematurely and have a negative effect on your conversion rate. Selecting the proper typeface, font, line length, and leading can help ensure that your visitors stay long enough to receive and remember the message that you are trying to convey.


Typography in Web Design

Typography involves the selection of typefaces, also known as a group of fonts. Every font has a different persona. That is why it’s important to make sure that your chosen font communicates what you want to relay. According to the findings of a 2012 New York Times study, a statement, when presented in Comic Sans, inspired high amounts of disagreement while participants were more likely to agree with the statement when presented in Baskerville. These results show that certain typeface directly influence how participants perceive information when presented. In other words, your chosen typeface will affect the credibility of your message.

Font Size and Choice

Current text that is viewed on computer screens consists of both serif and sans serif fonts. It has been found that certain serif or sans serif fonts make processing what is being read easier and others more difficult. According to the 1998 article, A study of fonts designed for screen display, Georgia, a commonly used serif font that was designed specifically for computer use, is significantly perceived to be easier to read, sharper, and more legible than Times, a serif font designed for print. Georgia was perceived as being more attractive than Arial (sans serif), Courier (serif), and Comic Sans (sans serif), while Times and Arial were read faster than Courier, Schoolbook (serif), and Georgia. A little less surprising was the finding that fonts at the larger 12-point size were read faster than fonts at the smaller 10-point size.

In conclusion, typography can trigger certain emotions and make reading easier, so that your visitors underestimate the time spent processing information. When applied properly, typography will positively influence your conversions. Of course, as a rule, you should be cautious of generalizing. So, in order to accurately apply typography and take your website’s conversion rate to the next level always a/b test to ensure maximum optimization.

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