Using Typography to Increase Engagement
Well designed type aids engagement by optimising readability.
First and foremost, select a legible typeface, of a reasonable size.
Even when aligning text, it helps to be aware of design principles. Then follow these through with consistency.
Fully Justified. Tidy and Unreadable!
This is where lines of text line up on both left and right.
For headlines: vary font size from line to line. Often used on TV headlines, it looks tidy and… very awkward to read.
For body copy: vary word spacing. It can vary so much, that ‘rivers’ of whitespace appear between the text. This is very distracting. In addition, those with dyslexia will hate you for it.
Why Left Justified works best
With left aligned paragraphs a straight left edge appears. This anchors readers, so they know where the next line will start each time. Paragraphs read faster, so more articles are likely to be read.
With centre text, the starting place changes for each line.
- Forces visitors to work harder to find the start of each line and continue reading.
- Slows down reading, as there’s no consistent place to move eyes to, when completing each line.
- Likely to discourage long-term engagement.