Typography shapes how people read and perceive your content. Good typography improves readability, establishes hierarchy, and reinforces brand identity.
Font selection should prioritize readability over novelty. Serif fonts work well for print, while sans-serif often performs better on screens. Limit designs to two or three complementary fonts.
Hierarchy guides readers through content. Size, weight, and spacing establish importance and relationships between elements. Line height and letter spacing significantly affect readability, especially for body text.