Friday 07 March, 2014
When considering web design for a landing page, we all too often forget a very important feature that can affect conversions drastically – typography. Typography has a serious psychological effect on your visitors and can be the determining factor that gets them to opt-in or not.
What Is Typography?
Typography is the aesthetics of text. It’s where text and art meet. When it comes to typography, you have many choices, including font, color, size, spacing and placement. There are some universals but every market and audience within a market has its own tastes and preferences.
Easy on the Eyes
The basic principle of typography that’s universal for every market is ease of reading. If your text is hard to read, people won’t read it and likewise they won’t opt-in or buy.
Bright colors for your lettering aren’t good and putting light-colored text on a dark background is a no-no. If you’ve ever tried to read a site with white text on a black background, you know how tough it can be.
You should also avoid fonts that are hard to ready. A fancy calligraphy text may look pretty, but if it’s hard to read, people won’t read it.
Text should be large and well-spaced. Don’t choose a font where the letters are very close together. Small text makes it hard to read, so it’s probably a good idea to enlarge text. Larger text is also better for mobile devices.
Psychological factors also come into play. Your text should be attention-grabbing but not overwhelming. It’s alright to use all caps for words or short phrases, but if it’s more than about four letters, capitalizes the first letter only. A long string of text in all caps looks like someone is shouting at you.
A major consideration when thinking about typography is trust. Some fonts engender trust better than others, while other texts look phony or scammy. In the past, marketers used bold red lettering for their landing pages. Some still swear by their bright red lettering, but as internet users get savvier, red text is starting to look suspicious. Certain fonts, like Comic Sans and Helvetica, have been proven in studies to appear untrustworthy.
Another thing to consider is font pairing and this is where the artistic side really comes into play. Pairing fonts is a delicate matter, a little like matching cheese to wine. Two fonts can play off each other well or they can clash and turn your landing page into a design train wreck.
It’s best to go for a balance between fonts that are similar and those that contrast. If two fonts are too similar, they look odd together, like two hues of the same color. It’s better to go for contrast, as long as the contrast isn’t jarring.
Testing for Best Typography
As with all things web design, the best way to choose the right typography is to test. Perform A/B split testing and see which typography wins. You may find that small, subtle differences produce stunning results in terms of conversions.