First impressions are lasting impressions. Whether you realize it or not, your typography helps to create an experience for users before they’ve even read a word or clicked a button. Typography has the potential to go beyond merely telling a story — it shows the user who is behind the website and what you’re about. The treatment of type creates an atmosphere and elicits a response much the same way as tone of voice does.
You need to ask yourself, what do you want to say and how do you want to
say it? Consider the user: What do you want them to feel and experience
when the page loads? Typography establishes a mode of communication
and, in turn, the personality of the website. The choice of typeface
will determine how people respond to your website.
The following
websites have very distinct personalities, largely established by the
typography. Granted, sometimes they aren’t perfect (unfortunately,
performance is often an issue), but they use type to engage the user and
generate interest. Good Web typography isn’t just about a beautiful
visual treatment, but about speed as well; many designers neglect
performance entirely. Please keep in mind that these websites haven’t
been tested in old browsers or on mobile devices — that wasn’t the point
of this article. Instead, we’ll look closely at interesting treatments
and innovative uses of type.
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