We have entered a digital world where services are becoming dematerialized and where websites are multiplying, even becoming, for some, a source of income. The important and growing stakes of the web are leading developers to give more importance to the design of their creations in order to convince Internet users and stand out from the competition. Typography now occupies an equally important place as iconography or even as the symbolism of colors. It seems legitimate to ask why a simple font is such an issue in web design, why is it necessary to dwell so much on the details of user experience? 

Typography occupies a much larger role than popular culture suggests. A cleverly chosen and properly used font set goes a long way in helping a brand or business to establish its credibility on the web: 

Optimize Content Readability 

The main role of a typeface is, of course, to be read. It, therefore, seems logical to attach paramount importance to the readability of the typeface, whether in terms of color, size, or type of font. To convince its customers, a brand must know how to convey information about its services or products in a relevant and effective manner. In a world where data research is overwhelmingly done on the internet, it is essential to be able to correctly display your value proposition. This is where typography plays a major role, it ultimately intervenes indirectly in the financial stake of the brand and its ability to attract new customers. 

Improve the User Experience 

If you want to increase engagement on your website, it is best to place importance on the quality and ease of navigation between your pages. There are many solutions and studies in terms of ergonomics, but the font style will also come into play in the user experience (UX).  

It is crucial to use an easy-to-read font, but it is equally important that it is pleasant to read. With typography that is both beautiful and readable, you have already taken a big step in reducing your bounce rate. 

Building the Brand Image 

Whether conscious or not, digital or not, writing reflects a personality and the reader perceives a certain image. For example, if you use a hand-writing type font, the user’s impression will not be the same as if you choose a more classic font like Arial. Typography therefore greatly influences the brand image and the message you want to convey. You must therefore pay particular attention to the font used so that the perceived image is in harmony with the one you want to convey. 

To simply illustrate the weight of typography in brand positioning, consider companies in the same industry (the example of Google vs Adobe). 

By forgetting the colors, it is easy to imagine that the perception will be different for the two companies. By the only font chosen, brands stand out from the crowd, yet they operate in the same field. An average individual who does not know either of these two companies may unconsciously think, for example, that Adobe is more serious and sophisticated than Google, which is not necessarily the case. 

The difference in perception is also applicable to larger content such as that of your website. A page using Arial and another using Georgia will not provide the same impression or provoke the same feeling. It is, therefore, necessary to choose a font that matches the brand image.