Color isn’t the only thing that can have an effect on the way people feel when visiting your website. The font can, too. Readers are more likely to stick around and enjoy their visit when your content is relaxing and easy to read. To achieve this, you must choose the right font, insert comfortable spacing and avoid distractions from sidebars and popups.
Let’s start by discussing how people read content and the things to pay attention to when choosing typography for your marketing materials.
Understanding the Scan Path
When we read an article or story, our eyes follow a natural path called the scan path. This pattern involves breaking up sentences into “scans” and “pauses”. Let’s say that you’re reading a blog post about sports cars. Your eyes move across 7 to 9 letters before taking a break. This pause is needed to process the information about cars. In other words, reading is a consistent pattern of scanning and pausing.
It’s important to consider the scan path because it helps you understand how people read your content. Articles that are organized and well-written are more enjoyable to read. And, as you know, enjoyable content results in stronger connections with your audience.
The Elements of Good Design
Knowing that typography plays a role in the perception of your brand, you must carefully select the right fonts and placement. Here are some considerations.
Start with an anchor font. It’s best to select a typeface for the content that will appear most on the page. You can always tweak secondary content later on. The main categories of fonts include serif, sans-serif, script, and decorative.
Use a 14 pt font or bigger. It’s recommended to use a font that is at least 14 pt, though some popular websites have gone to 21 pt and 22 pt fonts. Start with one size bigger than you have now and see how the content looks.
Choose adequate spacing. The closer sentences are placed together, the harder it is to read them. Squished sentences can also make people feel tired and uncomfortable. Opt for spacing that allows each sentence to breathe.
Stick to shorter lines. Aim for lines that are 50 to 75 characters long, as this complements the natural scan path. Lines that are too long can be difficult to read, while lines that are too short will have readers jumping back and forth.
Many elements affect how people feel toward your content, and typography is one of them. As you select fonts for your marketing materials, keep in mind the impact they have on your audience. The right typeface and spacing goes a long way in making your content inviting and enjoyable.