Can Typography Increase Engagement?
Type, if designed well, will improve readability and aid engagement.
First and foremost, select a legible typeface, of a reasonable size.
There’s design principles you can follow, even when deciding how to align text. Once known, you can then follow these, with rigid consistency.
Fully Justified. Tidy, but Unreadable
This is where lines of text line up on both left and right.
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.
For headlines: vary font size from line to line. Often used on TV headlines, it looks tidy but again… very awkward to read.
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, there is no consistent place to move your eyes to to find the next line. This:
- forces visitors to work harder to continue reading
- slows down reading, when completing each line
- discourages long-term engagement and ‘deep reading’.