typography in web design

Understanding Typography in Web Design

Many business owners working on their websites know the importance of keeping visitors engaged and interested for as long as possible. Typography in web design is an unsung hero for extending user attention spans. From the size of your font to the arrangement of the paragraphs, typography holds such high importance that many business owners turn to the experts in web design services in Abilene, TX, to maximize its potential.

What Is Typography?

Typography consists of creating an appealing way to present text on your website. Choosing a font, sizing it up or down, and other visually appealing aspects of your website’s text affect users’ experiences of your site. You want your website’s text to meet the following criteria:

  • Easy to read
  • Skimmable content
  • Accessible for disabled computer users
  • Resizes appropriately for different screen sizes

Many other considerations go into choosing the right typography for your website, including the choice of category. Typefaces come in four main styles:


Serif fonts have tails on the letters’ ends and commonly appear in typed text such as newspaper articles. Popular serif fonts include Times New Roman, one of the best-known fonts in the design world.

Sans Serif

Sans serif fonts lack the little tails, utilizing straight lines with blunt ends instead. Sans serif fonts work better for online reading and look better on low-resolution screens than other types of fonts.


Some types of content look better with a script font, which mimics the look of dynamic strokes and curlicues. Script fonts are best suited for events, announcements, and specialized headings.

Slab Serif

Slab serif has the same straight, blunt lines as a serif font but has design elements that intensify the look of the font, such as heavy, bold strokes.

Common Terms Used in Typography

Learning the most commonly used terminology to understand more about typography in web design can give you a better grasp of typography’s deeper elements.

Typeface or Font Family

Many font families, or typefaces, have multiple forms of a single font under their umbrella.


A font consists of a single style chosen from a particular typeface. For example, Arial is a typeface but contains a font called Arial Bold.


Weight marks the differences between the thickness of one font from another. For example, just as there is Arial Bold, there is also Arial Thin.


Font sizes vary from tiny to enormous, with each type useful for different reasons. For example, larger fonts work well for headings, while tiny font sizes make good disclaimers.


A full word consists of several characters. Some fonts have improper tracking, leading to individual characters sitting right up against each other. Using kerning, web designers can push those characters apart to increase their readability.


Tracking consists of the spaces between all characters in a sentence.


Web designers use leading to increase the size of spaces between each line of text in a paragraph. Leading allows you to adjust the line height, or the vertical space between each line.

Tips for Website Typography

The following are some tips for utilizing typography in web design:

1. Use the Proper Hierarchy in the Web Page

Web pages use a recognizable pattern in their writing that makes it easy for readers to skim and get the information they need. The hierarchy, or the order in which headings and text appear on a web page, contributes to readability. 

Start every web page with Heading 1 (H1), usually the page’s title, and follow it with Heading 2s (H2s) and, depending on the structure of the text and the information you’re presenting, H3s, H4s, and so forth. Once you’re ready to work on filling in text blocks, switch to body text, which doesn’t have a heading tag.

2. Let Fonts Help Your Website’s Personality Shine

While you have to choose from four particular typefaces, you have millions of fonts to choose from for your website. You can use fonts to add to the personality of your website. Fun, handwritten fonts instill feelings of warmth and welcome, while classic serif fonts seem informative and professional.

Once you choose the fonts you like, stick to them throughout your website. Don’t confuse visitors with ten different fonts!

3. Use Appropriate Text Sizes

The font size you use affects your headings, subheadings, captions, and body text. Using the right size makes your website easier to read and understand, but using oversized text makes your website look amateurish. You also want to choose a font that translates well between PC, phone, and tablet, so check your website against all three to ensure that the font safely reformats.

Why Pay So Much Attention to Website Typography?

Website typography plays an important part in multiple aspects of your website, including:

Building the Brand

Many brands already have established colors, logos, and mascots. Some business owners have also settled on particular fonts. If you cannot find those exact fonts available for your website, you can use similar ones that evoke the same feeling as your current fonts.

Creating Cohesion

Your fonts convey more information about your brand than you might think, so using them throughout your marketing pulls your look together. Use the same fonts across your entire website as well, along with similar hierarchies and spacing. These design choices keep your website users in the right frame of mind as they move from page to page.

Keeping the Visitor Interested

Website users want to skim your content, with many of them only taking the time to read your website properly if it grabs their attention. By using proper typography, a visitor will more likely slow down and read your website’s content.

Understand More About Typography on Your Website With Abilene’s Top Web Designer

Learning about the importance of typography in web design may make you realize you need a website upgrade. Whether you require help with a content update or visual hierarchy in web design, call Christina Davis Consulting in Abilene, TX, today at (325) 977-0958.