Typography is the art of arranging letters and text in a way that makes the copy legible, clear and visually appealing to the reader. Typography involves font style, appearance, and structure – which aims to invoke certain emotions and convey specific messages.

Good typography will establish a strong visual hierarchy, provide a graphic balance to the website, and set the product’s overall tone. Typography should guide and inform your users, optimize readability and accessibility, and ensure an excellent user experience.

Eye-catching type is much more persuasive than weak fonts that don’t reinforce the message of the text.

When preparing your content, make it a point to take note on how readability affects the viewer’s interest and how that in turn affects conversion.