Choosing the Right Web Fonts to Generate Positive Response
Just like an actual office, a company’s website needs to reflect the business that it represents. For instance, a resort’s presence on the Internet would be very different from how a security firm’s website looks. And how it is presented is dependent on the seemingly small details that collectively create an impact, including the fonts used. One can imagine a security agency using cartoonish or wacky fonts — potential clients would most likely not take it seriously; while a resort’s website that uses a typeface that evokes fear would likely scare away potential tourists in an instant, unless ghosts or a haunted house is part of its attraction or theme.
However, an effective choice of font is not just a matter of selecting which one looks appropriate. The way the text is presented — the size of the letters, the weight, the texture, the spacing, the color, the layout, and the combination of these factors — must all be complementary to each other to create a cohesive whole. An article in Smashing Magazine titled “Type Makes a Difference: An Exploration of Type-Focused Websites” provides an excellent set of examples of Web pages that use typeface effectively, not only in creating a good initial impression but also in keeping visitors glued to the page and actually enticing them to read more.
Typefaces evoke different reactions from viewers, thus one needs to choose the right font to produce the desired reaction. Food-centric websites would use one that’s both relaxing and appealing to visitors’ gastronomic cravings, but a bakery of home-made goodies would select a more “homey” font than what a fine-dining restaurant would use. Stimulating the desire of visitors does not only rely on the dish, so to speak, but also on how it is presented.
But apart from font itself, stirring reactions from viewers also depend on the size and spacing. Maintaining the right distance between letters, words, lines, and paragraphs would keep the page from looking cramped and crowded. Since online visitors mostly just scan a page, at least initially, it would be best to make it easy for them to do so.
The right font size also has an effect on readers. When the letters are too big, visitors might have the feeling that they’re being yelled at, and when they’re too small, they might get turned off just by looking at it.
In KissMetrics, poor legibility is among the top reasons why visitors leave websites
A catchy message won’t make much difference if it’s buried in a wall of text. One needs to be able to place emphasis where it is needed without making it too pushy or overwhelming. For this, it is helpful to use hierarchy or headers.
At the onset, headers make it easy for visitors to scan through a page and get a gist of what it contains. It also lets them find what they want to know quickly. Eventually though, headers allow visitors to read just enough text, then rest for a split second, then coax them enough to read on. This makes reading a more enjoyable and engaging experience than having to plow through a bunch of words that provide no respite for the eyes and brain.
For this, one has the option to use a different font for headers. However, this takes a lot of thought because combining typefaces can be detrimental to the overall design if they don’t complement each other.
Most important of all is getting the visitor to read on. After all, the purpose of the page is to get visitors engaged and interested enough to eventually convert their visit into business. But considering how little patience online visitors have, one has to strike the right balance between appeal and content. Therefore, one needs to not only curate great content, it has to be presented in a way that it will actually be read.
If you want to convert your visit into business, feel free to contact us for consultation.