Typography 101 - Why it matters, terms & resources

Typography shows up in nearly every customer interaction.

• Podcasts use subtitles.
• Logos use wordmarks.
• Ads rely on headlines.
• Landing pages feature headlines, body text, and CTAs.
• Social graphics include captions and annotations.

The list goes on.

If typography is present in almost every touchpoint — and every touchpoint shapes how customers feel about you (this is the definition of brand)— then typography directly influences your brand.

Think about it...

If your font is hard to read, feels low quality, or sends the wrong signal, it quietly harms conversions and perception. And over time, that damage compounds.

But choose a typeface that’s clear, distinctive, and aligned with what you're about— and it makes your content easier to absorb, your brand easier to remember, and your message more trusted.

This is all on a macro-level.

On a micro-level, typography is important because of the following reasons:

• Readability: How easily someone can read your content — especially body text. Affects comprehension, bounce rate, and user fatigue.
• Scannability: How easily someone can find key information by skimming. Affects speed of decision-making and task completion.
• Hierarchy: How content is visually structured (e.g. headings, subheadings, body). Affects flow, information clarity, and where users focus.
• Consistency: How typography is reused across touchpoints (same fonts, sizes, spacing). Affects perceived professionalism and reduces friction caused by visual inconsistencies.
• Legibility: How clearly individual characters can be distinguished (e.g. 1 vs l, O vs 0). Affects accuracy in reading or entering information in forms, passwords, and product interfaces.
• Recognition: How typography helps users visually identify your brand across touchpoints. Affects recognition when type is used consistently and distinctively — especially in fast-paced environments like ads or social feeds.
• Perception: How typography influences how your brand is perceived (e.g. modern, trustworthy, cheap, premium).
• Conversions: How typography supports users in taking action (e.g. clicks, signups, purchases). Affects conversion by improving clarity, readability, and credibility at key decision points — especially in headlines, forms, and CTAs.
• Accessibility: How well your typography supports users with visual or cognitive impairments. Affects compliance (WCAG), usability, and inclusion.
• Performance: How font files impact site speed and layout stability. Affects load time, SEO, and mobile performance.

Typography Terms & Tools

Before choosing or replacing your type, understand how it works.

Typography Cheatsheet

Turn your designs from good to great with this resource.

📥 Download: Typography Cheatsheet

What’s Inside:

• Classifications: Serif, sans-serif, slab, script, monospaced, display
• Anatomy: Baseline, x-height, ascenders, descenders, stroke, counter
• Units: pt, px, em, rem, %, vw, vh, ch
• Spacing: Tracking (letter-spacing), kerning (character pair spacing), leading (line-height)
• Tools: Google Fonts, Fontshare, Adobe Fonts, Fontpair, Typewolf, etc.

Summary

Typography isn’t just about design. It affects how people read, feel, and act.

Use this 3-part system:

1. Learn the terms – Watch the video
2. Understand why it matters – On both a macro and micro level
3. Apply it correctly – Use the cheatsheet

Then audit your typography. Align it with how you want to be seen.

It will improve clarity, trust, and performance.