When we think of the text on a website, we think of it as secondary to the imagery and functionality of the page. It provides context and important information. (“Like what you see? To inquire about availability at this lodging property, call 715-555-5555 or visit their website…”). It prompts users to take action. While this is still true, typography—the design of the font—is becoming increasingly important aesthetically in the space of image-dominant websites.
Tried-and-true (and perhaps a little hackneyed) websites place the text and images on a grid pattern. Newer sites try to create more stylish and out-of-box layouts that use asymmetrical patterns and a variety of media alongside carefully selected typeface. Below, see an example of an older website that segments its text and images like a grid next to a newer site that breaks from the form.
Additionally, now that our computer screens are sharper (even on mobile), traditional ideas around using sans serif fonts for legibility are changing. Previously, screens lacked sharpness and serif fonts were more difficult to read because of the multitude of small lines appended to each individual letter. See below.
Keep in mind, however: trendy designs are only as good as their legibility and the user experience. Visitors should be able to find information quickly without scrolling; they should be able to read text without squinting or turning their heads sideways. For this reason, it’s better to play it safe with longer paragraphs of text like blog posts.
Pilch & Barnet keeps the user experience in mind when choosing fonts in all instances big and small: from designing logos to coding websites.