Good typography is invisible—it simply makes your content easy to read. Bad typography is distracting and unprofessional. Here are the fundamentals every business owner should understand.
Font Pairing Principles
Using too many fonts creates visual chaos. Stick to 2-3 fonts maximum:
- One for headlines
- One for body text
- Optionally one for accents
Choose fonts with contrast—pair a bold display font with a simple readable font for body text.
Hierarchy Matters
Your typography should guide readers through your content:
- Headlines: Largest, boldest
- Subheadings: Medium size, often bold
- Body text: Comfortable reading size
- Captions: Smaller, often lighter weight
Readability Rules
Line Length
Ideal line length is 50-75 characters. Longer lines are hard to track; shorter lines feel choppy.
Line Spacing
Body text should have line spacing (leading) of 1.4-1.6 times the font size. This gives text room to breathe.
Font Size
Body text should be at least 16px for comfortable reading on screens. Older audiences may need even larger text.
Contrast for Readability
Text must have sufficient contrast with its background. Pure black on pure white can be harsh—try dark gray (#333) on white instead.
Mobile Considerations
Font sizes that work on desktop may be too small on mobile. Test your typography on actual devices, not just by resizing your browser.
Common Typography Mistakes
- Using too many font weights
- Centering large blocks of text
- All caps for body text (hard to read)
- Insufficient contrast
- Overly decorative fonts for body text
Font Psychology
Fonts communicate personality:
- Serif fonts: Traditional, trustworthy, professional
- Sans-serif fonts: Modern, clean, approachable
- Script fonts: Elegant, creative, personal
Choose fonts that align with your brand personality and audience expectations.