Web Typography
A practical guide to choosing, pairing, and implementing typefaces for the web. Typography serves communication — the best typography is invisible, immersing readers in content rather than calling attention to itself.
Core Principle
Typography is the voice of your content. The typeface you choose sets tone before a single word is read. A legal site shouldn't feel playful; a children's app shouldn't feel corporate.
The "clear goblet" principle: Typography should be like a crystal-clear wine glass — the focus is on the wine (content), not the glass (type). Readers should absorb meaning, not notice letterforms.
Readers don't read, they scan. Eyes jump 7-9 characters at a time (saccades), pausing briefly (fixations). Good typography supports this natural pattern.
Scoring
Goal: 10/10. When reviewing or creating typography implementations, rate them 0-10 based on adherence to the principles below. A 10/10 means full alignment with all guidelines; lower scores indicate gaps to address. Always provide the current score and specific improvements needed to reach 10/10.
Two Contexts for Type
All typography falls into two categories:
| Context |
Purpose |
Priorities |
| Type for a moment |
Headlines, buttons, navigation, logos |
Personality, impact, distinctiveness |
| Type to live with |
Body text, articles, documentation |
Readability, comfort, endurance |
Workhorse typefaces excel at "type to live with" — they're versatile across sizes, weights, and contexts without drawing attention to themselves. Examples: Georgia, Source Sans, Freight Text, FF Meta.
Typography Framework
1. How We Read
Core concept: Understanding reading mechanics is the foundation for every typography decision. Eyes don't scan smoothly — they jump in bursts, and good typography supports this natural pattern.
Why it works: When typography aligns with how the brain processes text — through word shape recognition, consistent rhythm, and clear letterform distinction — readers absorb content faster with less fatigue. Fighting these mechanics creates friction that drives readers away.
Key insights:
- Saccades — eyes jump in 7-9 character bursts, not smooth scanning. Line length and letter spacing directly affect saccade efficiency
- Fixation points — eyes pause briefly to absorb content. Dense or poorly spaced text increases fixation duration and slows reading
- Word shapes (bouma) — experienced readers recognize word silhouettes, not individual letters. Maintaining distinct boumas ai