The effect of typography on your site's conversion
Choosing the right fonts for your digital platform will either make or break the user experience. Some fonts are more readable than others and there is no guideline about which font is right or wrong but what you are trying to communicate and the visual aspects of it.
The 2 most common type styles are sans serif and serif
The serif font is more ornamental and has serifs extending from the ends while the sans serif font on the left has clean and very precise ends.
Serif fonts is commonly used by the print press, as serifs improve fast and easy readability for long text with the idea that the eye follows a line of text by hinting at a cohesive horizontal, helping the eye along its way. This type style is traditional, established, and trustworthy. Some examples of the most used serif fonts are Georgia and Baskerville.
While serif fonts focus on embracing tradition and history, sans serif fonts take the opposite approach and embrace simplicity and the feeling of being modern. The clean lines and letters' shapes are able more readable on a screen. This type style is modern, approachable, and clean. Some examples of the most used sans serif fonts are Arial and Helvetica.
Comparing 2 fonts:
The first image on the left we might associate with childishness and far less trustworthy and professional due to the curvature, shape, alignment and spacing of the letters while the image on the right is modern, professional and readable in different sizes.
Font Colour Contrast
When deciding on a colour palette for your platform, are you testing the color combinations for contrast? If you're not, you might not be considering the eventual readability of the design and thus losing potential audience. Test the font colour contrast with real users so you don't forget to include customers with disabilities.
At this point you might be asking yourself about "the best typeface" and I would say it depends on your target audience, the story you’re telling and the emotions you’re trying to evoke. Talk to us and we can help you to choose!