The Importance of Web Typography in the Right Context

In an increasingly connected world, words provide an immeasurable value that can be easily communicated through different types of medium. This helps provides more weight to the message you want to convey. In marketing your brand, for example, users can be influenced (or not) by how you visually present your content.


Typography is an important tool in building and reinforcing your brand. Gone are the days when we were limited to a handful of options when it comes to typefaces and ways that we can experiment with colors and other visual elements that we currently have.


An effective copy can be identified by two criteria: textual and visual. The quality of the copy and how they are put into context in relation to the user interface should work hand in hand in order to achieve an enjoyable and better user experience.


When placing the copy in the right context to go well with typography, there are a few things that should be considered.




Normally, headlines are short, catchy, and direct to the point. Headlines are used to draw readers’ attention and to give the sense of what the content is all about and what they will gain in the end. Indicated in bold and big letters, headlines represent the core of a web page.


Many studies have shown that the ideal headline is composed of 6 words. In this case, every word should help in conveying the purpose of the content. Headlines are concise and informative to prevent readers from wasting clicks and to give a direct path to what the reader is looking for.


Subheaders and Captions

Subheaders are brief phrases following the headline. Subheaders support and give further context to the headline by containing the key points of the content.


Subheaders are presented in fonts smaller than the headline, but a bit larger than the rest of the copy. Subheaders in bold format point out the main idea of a copy.


Creating subheaders in an interrogative format attracts web visitors to read the entire content to find the answer to the question. And having it constructed with keywords your audience is looking for can support what your headline is trying to imply.


Captions, meanwhile, add more information and context to multimedia within the content, including images and videos. They give a brief explanation on why an image or a video is related to the content. Visually, captions are in smaller font size.


Body Copy

There are no rules indicating how long the body content should be. Although it’s a common notion that a long copy depicts a serious and informative content, while a short copy appeals to a lot of people since users don’t prefer to read a lot.


Some topics can be expressed in a short content and other topics need to be expounded more for users to get a good grip on what the topic is about. An acceptable length for a copy depends on the context, purpose, and topic.


The body copy is presented in fonts thinner that the headline and the subheaders. And within the copy are some words in different font styles and weight for emphasis. The keywords and key phrases are usually the ones in bold or italic format, while hyperlinks are in different color and are underlined to indicate that they link to another page or website.


A responsive website does not only apply to web design. Content may look appealing on desktop but may come across differently on mobile devices. Short copies are preferred for landing pages and infographics. This length is best viewed on mobile devices for a smoother user experience.  Long copies, on the other hand, are favored for news websites and resources. Complex topics often need to be in longer copy to explain in a broader concept.



A good design translates to viewers by simply adoring its aesthetics. But a great design taps on a person’s emotional state, which in the web design industry, makes users stay on your website, making them a potential frequent visitor, which is the goal of every website.


The contrast of the copy against the design is an important element of user experience. The design should be appealing, yes, but should never steal the spotlight or hinder the user from understanding the message that is in the copy. Legibility does not only rely on the typographic hierarchy, but also how the text goes with the background and the overall design of the page.


By keeping mind the principles of constructing content and how it should be presented, you’ll get your desired results and the experience you wanted your audience to receive will be achieved. Besides, many creative agencies now are outsourcing creative services to help aid businesses’ in their creative needs, both digital and print. Companies like MicroCreatives are backed by talented copywriters, web developers, graphic designers, and animators who can brainstorm and produce content customized to your brand’s image.