Guide To Web Typography

Published June 02, 2024

Choosing the right typeface for your website is important for readability, user experience, and branding. This article will guide you through the process of selecting the best fonts for your website, looking at factors such as serif vs. sans-serif, font size, weight, and style. It will also cover web font resources, typography best practices, and how to create a consistent design system for your site.

Key Takeaways

  • Serif and sans-serif fonts have different characteristics and uses, with sans-serif fonts being more common in web design due to their modern look and legibility on digital screens
  • Font size, weight, and style should be used strategically to create visual hierarchy, improve readability, and emphasize important information
  • Web fonts offer a wide range of options, but it's important to consider compatibility, loading time, and consistency when using them
  • Line length, height, and characters per line affect readability, with optimal ranges varying based on screen size
  • Color contrast and accessibility are crucial for ensuring text is legible for all users, including those with visual impairments

Choosing the Best Typeface for Your Website

Serif vs. Sans-Serif Fonts

Serif and sans-serif fonts have characteristics that make them good for different uses:

Font Type Characteristics Typical Uses
Serif Small lines at the ends of letters, traditional look Printed materials, long passages of text
Sans-Serif No extra lines, modern and clean look Web design, digital screens, small text sizes

Examples of popular serif and sans-serif fonts:

  • Serif Fonts:
    • Times New Roman
    • Georgia
    • Garamond
  • Sans-Serif Fonts:
    • Arial
    • Open Sans
    • Helvetica

When choosing between serif and sans-serif fonts for your website, think about:

  • Readability on digital screens
  • Consistency with your brand
  • Legibility at smaller sizes

Font Style, Size, and Weight

When choosing font styles, sizes, and weights for your website, keep these tips in mind:

Font Sizes

  • Body text: Start with 16 pixels for easy readability
  • Headings and subheadings: Use larger sizes to create a visual hierarchy
  • Mobile devices: Make sure font sizes are legible on smaller screens

Font Weights

  • Bold: Use for headings or to emphasize important information
  • Regular: Use for body text and general content
  • Light: Use rarely for special accents or style purposes

Font Styles

  • Italic: Use for emphasis, quotes, or to differentiate text
  • Underline: Use for hyperlinks or to highlight key information
  • ALL CAPS: Use rarely for headings or short, impactful statements

Web Fonts and Font Families

When using web fonts in your website design, think about:

  • Compatibility: Choose web fonts that work across different browsers and devices
  • Loading time: Limit the number of font families to prevent slow loading times
  • Consistency: Use a maximum of 2-3 font families for a cohesive design
graph TD A[Google Fonts] --> B[Wide selection] A --> C[Free to use] A --> D[Cross-browser compatible] E[Adobe Fonts] --> F[High-quality fonts] E --> G[Subscription-based] E --> H[Integration with Creative Cloud]

Popular web font resources:

  1. Google Fonts
    • Offers a wide selection of free, open-source fonts
    • Easy to use and add to your website
    • Provides a simple way to test font pairings
  2. Adobe Fonts
    • Offers high-quality fonts from well-known type foundries
    • Requires a subscription or Creative Cloud membership
    • Seamlessly works with Adobe software applications

Typography and Readability

Line Length and Height

Line length and height are factors in typography that affect readability. The best line length for readability is between 50 and 75 characters per line, including spaces. This range allows your eyes to move from left to right without getting lost or tired.

Here's an example of how line length affects readability:

Too short line length (under 50 characters):
The quick brown fox jumps over the lazy dog. The quick brown fox jumps over the lazy dog.

Optimal line length (50-75 characters):
The quick brown fox jumps over the lazy dog. The quick brown fox jumps 
over the lazy dog. The quick brown fox jumps over the lazy dog.

Too long line length (over 75 characters):
The quick brown fox jumps over the lazy dog. The quick brown fox jumps over the lazy dog. The quick brown fox jumps over the lazy dog. The quick brown fox jumps over the lazy dog.

Changing line height, also known as leading, can also improve legibility. A good starting point is to set the line height to 1.5 times the font size. For example, if your font size is 16 pixels, set the line height to 24 pixels. This space between lines of text makes the text more readable and less cramped.

When designing for responsive websites, think about how line length and height will change on different screen sizes. On smaller devices, like smartphones, you may need to reduce the line length to keep readability. Use CSS media queries to change typography styles based on the screen size.

Characters per Line and White Space

The best number of characters per line changes depending on the screen size:

Screen Size Optimal Characters per Line
Desktop 50-75
Tablet 30-50
Smartphone 30-40

These ranges make sure that your eyes can easily move from one line to the next without losing their place.

White space, or negative space, is the empty space around and between text elements. It plays a role in typography design by making the content more readable and visually appealing. Enough white space between paragraphs, headings, and other elements can help break up the text and make it easier to scan.

To balance characters per line and white space for better user experience, think about the following:

  • Use margins and padding to make space around text blocks
  • Change letter spacing (tracking) and word spacing to fine-tune the text density
  • Increase line spacing for longer paragraphs to improve readability
  • Use indentation or vertical spacing to separate paragraphs instead of a full line break

Color Contrast and Accessibility

Making sure there is enough color contrast between text and background is important for readability, especially for users with visual impairments. The Web Content Accessibility Guidelines (WCAG) suggest the following minimum contrast ratios:

  • 4.5:1 for normal text
  • 3:1 for large text (18 point or larger)

Avoid using color combinations like red and green together, as these can be hard to tell apart for people with color blindness. Instead, use colors with high contrast, such as black text on a white background or dark text on a light background.

To meet accessibility guidelines for typography choices, think about the following:

  • Use relative font sizes (em or rem) to allow users to change the text size in their web browser
  • Provide different stylesheets or themes for users with visual impairments
  • Make sure that text can be resized up to 200% without loss of content or functionality
  • Use descriptive link text instead of "click here" to help users with screen readers understand the link's purpose

Typography in UI Design and Branding

Creating a Consistent Design System

To create a consistent design system for your website, it's important to establish clear typography guidelines. This involves selecting a limited number of font families, sizes, weights, and styles that will be used throughout the site. By maintaining consistency in your font choices, you can reinforce your brand identity and make your website look more professional.

When establishing your typography guidelines, consider how your font choices align with your brand personality and values. For example:

  • Modern brands might choose sans-serif fonts like Helvetica or Open Sans
  • Traditional brands might opt for serif fonts like Georgia or Garamond
  • Playful brands could experiment with display fonts like Pacifico or Montserrat

Once you've selected your font families, create a style guide that documents how they should be used across different elements of your website. This might include specifying font sizes and weights for headings, subheadings, body text, and other elements.

By having a clear set of guidelines in place, you can ensure that everyone working on your website is using typography consistently.

Typography for Different Website Elements

When applying typography to different elements of your website, it's important to create a clear visual hierarchy that guides users through your content.

Headings and Subheadings

  • Use larger font sizes and bolder weights to distinguish headings from body text
  • Limit the number of heading levels to three (H1, H2, H3) for simplicity
  • Use descriptive heading text to communicate the main points of your content
<h1>H1 Heading (36px, Bold)</h1>
<h2>H2 Subheading (24px, Bold)</h2>
<h3>H3 Subheading (18px, Bold)</h3>

Body Text

  • Choose a legible font size (16px is a good starting point) and a comfortable line height (1.5 is a common choice)
  • Limit line length to around 50-75 characters per line for optimal readability
  • Use a contrasting color for body text to ensure sufficient contrast against the background
<p style="font-size: 16px; line-height: 1.5; color: #333333;">
  Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum vitae 
  libero ac risus egestas commodo. Donec ullamcorper luctus dui nec ultrices.


  • Use clear labels for navigation items to help users find what they're looking for
  • Maintain consistent typography (font family, size, weight) across all navigation elements
  • Consider using uppercase for menu items to create a distinct visual style
    <li><a href="/" style="font-size: 14px; text-transform: uppercase;">Home</a></li>
    <li><a href="/about" style="font-size: 14px; text-transform: uppercase;">About</a></li>
    <li><a href="/contact" style="font-size: 14px; text-transform: uppercase;">Contact</a></li>


  • Use a bold and contrasting color to make buttons stand out
  • Keep button text short and action-oriented (e.g. "Sign Up," "Learn More")
  • Ensure that button text is legible at smaller sizes
<button style="font-size: 16px; font-weight: bold; color: #FFFFFF; background-color: #FF5A5F;">
  Sign Up

Best Practices for Web Typography

Keep It Simple and Readable

When it comes to typography in web design, keeping it simple and readable should be a top priority. Limiting the number of fonts used on your website can help create a clean design. Stick to a maximum of two to three font families, and use them consistently throughout your site. This approach not only makes your design look more professional but also improves readability.

Here's an example of a simple font combination:

  • Headings: Montserrat (sans-serif)
  • Body text: Open Sans (sans-serif)

When choosing fonts, prioritize legibility over decorative options. While decorative fonts can add personality to your design, they can be hard to read, especially in longer paragraphs or on smaller screens. Opt for fonts that are easy on the eyes and have clear letterforms. Sans-serif fonts like Arial, Helvetica, or Open Sans are popular choices for web design because they are clean, modern, and highly readable across different devices.

Making sure readability is good across various devices and screen sizes is important. With users accessing websites on smartphones, tablets, laptops, and desktop computers, your typography must adapt and remain readable on all screen sizes. Use responsive typography techniques, such as relative units (em or rem) for font sizes, to make sure that your text scales proportionally on different devices.

Consider the following guidelines for optimal readability:

  • Line length: 45-75 characters per line
  • Line height: 1.5 times the font size
  • Font size: 16px or larger for body text

Establish a Typography Hierarchy

Creating a clear typography hierarchy helps guide users through your content and emphasizes important information. Use different font sizes, weights, and styles to distinguish between headings, subheadings, and body text. This visual hierarchy makes your content easier to scan and helps users quickly find the information they need.

Here's an example of a typography hierarchy:

  • H1 (Main heading): 36px, bold
  • H2 (Subheading): 24px, semibold
  • H3 (Subheading): 20px, regular
  • Body text: 16px, regular
graph TD A[H1: 36px, bold] --> B[H2: 24px, semibold] B --> C[H3: 20px, regular] C --> D[Body text: 16px, regular]

Use Enough Contrast

Making sure there is enough contrast between your text and background colors is important for readability and accessibility. Low-contrast text can be hard to read, especially for users with visual impairments. Follow the Web Content Accessibility Guidelines (WCAG) to make sure your typography meets the minimum contrast ratios.

Here are the WCAG 2.1 contrast ratio requirements:

Text Size Minimum Contrast Ratio
Normal text (16px or smaller) 4.5:1
Large text (18px or larger) 3:1

Tools like the WebAIM Contrast Checker can help you assess the contrast of your typography and make necessary adjustments.

Test and Iterate

To create the best typography for your website, testing and iteration are important. Doing user testing can provide valuable insights into how well your typography choices work with your target audience. Create prototypes or mockups of your website with different typography options and ask users to provide feedback on readability, legibility, and overall visual appeal. This feedback can help you identify areas for improvement and make data-driven decisions about your typography.

Getting feedback from a diverse group of users, including those with different ages, backgrounds, and visual abilities, can help you create a more inclusive and accessible typography design. Pay attention to feedback about font size, color contrast, and the overall reading experience. Use this feedback to make iterative improvements to your typography, testing each change to make sure it enhances the user experience.

In addition to user testing, monitoring website analytics can provide valuable insights into how your typography changes impact user engagement and behavior. Track metrics such as time on page, bounce rate, and conversion rates before and after making typography changes. If you notice positive changes in these metrics, it may indicate that your typography improvements are working with users and enhancing their experience on your site.

Remember, typography is an ongoing process, and there's always room for improvement. Continuously gather feedback, test new ideas, and refine your typography choices over time. By keeping your typography simple, readable, and user-focused, and by embracing a culture of testing and iteration, you can create a web design that communicates your message and provides an excellent user experience.