The Science of Typography: Making Your Website Easy to Read

Typography isn't just about aesthetics—it's about how easily the brain can extract meaning from text. Poor typography makes reading harder. Great typography is invisible.

Why Typography Matters for Conversions

Research from MIT shows that good typography improves comprehension by up to 20% and reading speed by up to 25%.

The business impact: If visitors understand your value proposition 20% better, how many more will convert?

Font Selection: Psychology Meets Practicality

Serif vs. Sans-Serif

The old rule: Serif for print, sans-serif for screens. The new rule: Both work on modern screens. Choose based on brand personality.

Serif fonts (Times, Merriweather, Lora):

Traditional, trustworthy, serious
Good for: Law firms, financial services, editorial content
Reading flow: Serifs guide the eye horizontally

Sans-serif fonts (Inter, Roboto, Helvetica):

Modern, clean, approachable
Good for: Tech, startups, casual brands
Reading flow: Clean letterforms reduce visual noise

At Sparken: We use Syne (display) and Inter (body) because they're modern, readable, and match our innovation-focused brand.

Font Size: Bigger Than You Think

Minimum sizes for body text:

Desktop: 16px (18px preferred)
Mobile: 16px minimum (never smaller)

Research from WCAG: Text smaller than 16px requires more cognitive effort and strains eyes. Users with vision issues can't read it at all.

The 8-point scale:

Small text (meta, captions): 14px
Body text: 16-18px
Large body: 20-24px
Subheadings: 24-32px
Headlines: 36-72px

Consistent sizing creates rhythm and hierarchy.

Line Length: The Goldilocks Zone

Research from Baymard Institute: Optimal line length is 50-75 characters per line (about 10-12 words).

Too short (<40 characters):

Eye has to jump too frequently
Disrupts reading flow
Feels choppy

Too long (>90 characters):

Eye loses place when moving to next line
Feels overwhelming
Increases cognitive load

How we implement it: Max-width constraints (usually 65ch or 700px) on text blocks.

Line Height (Leading): Give Text Room to Breathe

The rule: Line height should be 1.5-1.8x your font size.

Why:

Prevents lines from blending together visually
Gives eyes a clear path to the next line
Makes text feel less cramped

For different content:

Body text: 1.6-1.8x (e.g., 16px font = 28px line height)
Headlines: 1.2-1.4x (tighter for emphasis)
Captions: 1.4-1.6x (comfortable but compact)

Contrast: The Non-Negotiable

WCAG Guidelines:

Minimum contrast ratio: 4.5:1 for normal text
Enhanced contrast: 7:1 for better accessibility
Large text (18px+): 3:1 minimum

Reality check: If you're using light gray text (#999) on white, you're failing contrast requirements. This affects:

People with low vision
Users in bright environments
Anyone over 40 (age-related vision decline)

At Sparken: We use #2a2a2a for primary text on light backgrounds. It's dark enough for perfect readability without being harsh.

Letter Spacing (Tracking): The Subtle Detail

Most fonts are designed with optimal spacing, but sometimes you need adjustments:

Increase letter spacing for:

ALL CAPS text (improves readability)
Small text (12-14px)
Condensed fonts

Decrease letter spacing for:

Display headlines (creates tighter, more impactful look)
Some logo designs

The rule: Body text should almost never need tracking adjustments. If you're tempted, you probably chose the wrong font.

Hierarchy Through Typography

Size alone doesn't create hierarchy. Combine multiple variables:

Example hierarchy:

Headline: Bold, 48px, tight spacing, dark color
Subheading: Medium weight, 24px, normal spacing, dark color
Body: Regular weight, 18px, generous line height, dark color
Caption: Regular weight, 14px, normal spacing, medium gray

Each level should be visually distinct at a glance.

Common Typography Mistakes

Using too many fonts: Limit to 2 font families maximum (one for headings, one for body)

Insufficient contrast: Light gray text looks "designed" but fails readability

Unjustified text on web: Justified text creates awkward spacing. Use left-aligned.

Neglecting mobile sizes: Text that's perfect on desktop might be too small on mobile

Ignoring loading: Use font-display: swap to prevent invisible text while fonts load

The Readability Test

Open your website and try these:

The squint test: Can you still see the hierarchy when squinting?

The grandma test: Can someone over 60 read your body text easily?

The phone test: Is your mobile text comfortable to read?

The glare test: Can you read it in bright sunlight?

Performance Considerations

Typography affects load time:

Font loading strategy:

Use system fonts when possible (instant loading)
If using custom fonts, limit to 2-4 font files
Use variable fonts (one file, multiple weights)
Preload critical fonts

At Sparken: We use Google Fonts with next/font for automatic optimization. Fonts are served from a CDN and cached efficiently.

The Business Impact

Better typography = better business outcomes:

Increased time on site (easier to read = longer engagement)
Higher comprehension (clearer value proposition)
Better accessibility (reaches more users)
Professional appearance (builds trust)

Typography is invisible when it's done right. When users can effortlessly absorb your message, they're free to focus on your value—not on deciphering your text.

Want a website where every word is easy to read? Let's talk typography.