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Typography: What It is and How it Affects Conversions

Typography is a method where designers can add a unique twist and style to a brand. It is how art is arranged around text, or even the way in which the text itself is written. This includes the background around text, the size, font, and color of the text, and the way in which it is arranged on the website. Typography may seem as though it is a minor detail in the grand scheme of designing, but its importance cannot be emphasized enough. Typography-along with imagery and color scheme, has a direct correlation to conversion. Here are the key elements of typography and why it is so important.

1. Typography includes: the typeface, fonts, line length, and kerning. Typeface refers to the group of letters, numbers, etc., that share the same design. It is not the font, though it is often confused as such. Font is original based on its size, length, width, and character type. Line length refers to the distance between text, and the spacing between margins. Finally, kerning refers to the amount of white space between individual characters and letters. There are other aspects to typography, but these are the main concepts.

2. Typography enhances a copy, invokes emotion, and triggers a mood that reflects a brand.  As the late, great Steve Jobs said, “ None of the this (typography) had any application in my life. But ten years later, we were designing the first Macintosh computer; it all came back to me. And we designed it all into the Mac. It was the first computer with beautiful typography.” Jobs used a calligraphy course at Reed College to collect ideas to incorporate into the typography for Mac designs. Some tips that designers have offered to help increase conversions are: not letting expressiveness overshadow the usefulness of font, making sure the typeface compliments the text, and making sure to provide the right contrast in the typography design. These will all provide the enhanced emotion, and mood trigger that positively affects conversions.

Typography is where design meets text. It is a method of modern calligraphy with a similar purpose: evoking emotion and a positive response from the user. There are several aspects to typography, including the typeface, fonts, line length, and kerning.  The response of using these elements is a better copy that stimulates an emotional response. Bigwig Monster Media knows how to design typography in a way that positively affects conversions.


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