There have been numerous studies into the psychological impact that individual fonts have on readers, many of which have delivered truly interesting results.
One of the most recent presented a single statement in variable fonts, and sought to determine whether or not the typography impacted the number of individuals who agreed and identify with the comment being made. More than 45,000 respondents took part, while it was revealed that Baskerville was the most agreeable and trustworthy font among readers.
This highlights the importance of typography, and the central role that it plays in successful website design. Here are some tips to help you use typography to enhance the appeal of your site and drive conversions:
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Remember That Your Font Determines the Character of Your Site
If we accept that different fonts can trigger variable psychological reactions among readers, it is also fair to surmise that typography can help to determine the way in which your entire site (and overarching brand) is received.
More specifically, typography hints that the character and persona that defines your website, making it a key part of its design and something that plays a pivotal role in reinforcing a core brand identity.
As this infographic shows, a great deal of work has gone into determining the impression offered by alternative fonts. The popular Sans Serif font reflects a clean, modern and reliable brand, for example, which may be ideal for firms within the financial services sector.
Conversely, Modern typography is strong, progressive and distinctly stylish, making it an ideal selection for design companies or those that sell contemporary goods.
Regardless of your choice, be sure to conduct thorough research and make sure that your font is compatible with your brand’s identity.
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Use Different Fonts Sparingly
If your choice of font helps to reinforce the identity and tone of voice for your brand, it makes perfect sense that you should restrict the different types of typography that you use. Otherwise, you run the risk of overwhelming customers and confusing your core messaging, while also making the navigation of your website decidedly more difficult.
By settling on a balanced design that includes between two and four fonts (depending on the nature of your website), you can optimise the layout of your site while ensuring that your brand identity is executed in a consistent and effective manner.
If you do decide to use more than one font across your website, it is important that you continue to adhere to the visual identity that you have cultivated. This may mean determining several core values and attributes that underpin your brand, before translating these into viable and relevant fonts.
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Use Sizing to Guide Users and Highlight Important Content
On a final note, it is also important to pay attention to the size of your typography. This can have a direct influence on the consumer experience, while also driving a clearly defined sales funnel and highlighting important pieces of content.
This is particularly important when it comes to calls-to-action (CTAs), which should always be included above the fold and presented in a slightly larger iteration of your chosen font. This draws the readers’ eye to crucial CTAs and actionable icons, without forcing you to use overly-promotional text that deters customers.
There may also be unique selling points and value propositions that define your products, services and brand, and large font sizes can be skilfully used to reinforce these and optimise sales conversions.
By following these steps, you can use typography as a key tool in the quest to optimise online conversions. You certainly should never underestimate your choice of font, as this is one of the numerous small but significant details that has a huge bearing on the success of your website design.