web-typography

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 aids recognition speed
• Legibility vs. readability — legibility is whether individual characters can be distinguished (a typeface concern); readability is whether text can be comfortably read for extended periods (a typography concern — size, spacing, line length). A typeface can be legible but poorly set, making it unreadable

Product applications:

Context	Application	Example
Long-form content	Optimize for sustained reading comfort	16-18px body text, 1.5-1.7 line height, 45-75 char lines
Dashboard UI	Optimize for rapid scanning	Distinct weight hierarchy, ample whitespace between data groups
Mobile reading	Account for variable distance and lighting	Slightly larger body size (17-18px), higher contrast
Documentation	Support both scanning and deep reading	Clear heading hierarchy with generous paragraph spacing
E-commerce	Enable quick product comparison	Consistent number formatting, tabular figures
Accessibility	Support readers with varying abilities	High contrast, generous spacing, distinct letterforms

Copy patterns:

/* Optimal reading rhythm for body text */
.prose {
  font-size: 1.125rem;     /* 18px */
  line-height: 1.6;
  max-width: 65ch;          /* ~45-75 characters */
  letter-spacing: normal;   /* Don't force tracking on body text */
}

Ethical boundary: Typography decisions should always prioritize reader comprehension and comfort over visual novelty. Sacrificing readability for aesthetic effect excludes readers and undermines the content's purpose.

See: references/typeface-anatomy.md for terminology, letterform parts, and classification systems.

2. Evaluating Typefaces

Core concept: A typeface must pass technical, structural, and practical quality checks before it earns a place in a project. Beautiful specimens fail on screen; rigorous evaluation prevents costly mid-project typeface swaps.

Why it works: Screen rendering, variable bandwidth, and diverse devices impose constraints that print never faced. A typeface that passes structural assessment (consistent strokes, open counters, distinct letterforms) and practical assessment (file size, license, rendering) will perform reliably across the full range of real-world conditions.

Key insights:

• Technical quality — consistent stroke weights, even color (visual density) across text blocks, good kerning pairs (AV, To, Ty), complete character set (accents, punctuation, figures), and multiple weights (at minimum: regular, bold, italic)
• Structural assessment — adequate x-height (larger = better screen readability), open counters and apertures (a, e, c shapes), distinct letterforms (Il1, O0, rn vs. m), and appropriate contrast (thick/thin stroke variation)
• Practical needs — works at intended sizes (test at actual use size), renders well on target screens and browsers, acceptable file size for web loading, and appropriate license for the project
• Real content testing — always test with real content, not Lorem ipsum. Dummy text hides problems with character frequency, word length, and paragraph rhythm

Product applications:

Context	Application	Example
Body text selection	Prioritize x-height, open counters, even color	Source Serif Pro over Didot for long reads
Headline selection	Prioritize personality and distinctiveness at large sizes	Playfair Display for editorial impact
UI/System text	Prioritize legibility at small sizes and weight range	Inter or SF Pro for interface elements
Multilingual product	Verify complete glyph coverage for target languages	Noto Sans for broad Unicode support
Performance-critical site	Evaluate file size and subsetting options	Variable font single file vs. multiple static weights
Brand refresh	Assess whether typeface conveys intended personality	Compare specimen at actual use sizes against brand attributes

Copy patterns:

/* Test typeface at actual use sizes */
body { font-size: 16px; }           /* Minimum body size */
.caption { font-size: 0.75rem; }    /* Stress-test small sizes */
h1 { font-size: 3rem; }            /* Check large-size character */

/* Verify rendering with font-smoothing */
body {
  -webkit-font-smoothing: antialiased;
  -moz-osx-font-smoothing: grayscale;
}

Ethical boundary: Always verify typeface licensing before implementation. Using unlicensed fonts exposes projects to legal risk and undermines the type design community that creates these tools.

See: references/evaluating-typefaces.md for detailed quality assessment criteria and structural analysis.

3. Choosing Typefaces

Core concept: Start with purpose, not aesthetics. The content's tone, reading context, duration, and personality should drive typeface selection — not personal preference or trend following.

Why it works: When typeface selection is grounded in content requirements, the result feels inevitable rather than arbitrary. Purpose-driven choices also survive stakeholder review better because they can be justified with clear reasoning rather than subjective taste.

Key insights:

• Define the job first — body text, headlines, and UI elements may each need different faces. Clarify the role before browsing specimens
• Match tone to content — a financial report needs different type than a bakery menu. The typeface should feel like a natural voice for the subject matter
• Test at actual sizes — a face beautiful at 72px may be illegible at 14px. Always evaluate at the sizes where the typeface will actually be used
• Check the family — ensure needed weights, italics, and styles exist before committing. Discovering missing weights mid-project forces compromises
• Safe starting points — for body text, Georgia, Source Serif Pro, Charter (serif) and system fonts, Source Sans Pro, Inter, IBM Plex Sans (sans-serif) reliably work across contexts

Product applications:

Context	Application	Example
Content-heavy site	Select a workhorse serif or sans for sustained reading	Source Serif Pro or Charter for articles
SaaS dashboard	Choose a clean sans with strong tabular figures	Inter or IBM Plex Sans for data-rich interfaces
Marketing landing page	Pair a distinctive display face with a readable body face	Playfair Display headlines + Source Sans Pro body
Documentation site	Prioritize clarity and weight range for code + prose	IBM Plex Mono for code, IBM Plex Sans for prose
Brand-driven product	Commission or license a face that embodies brand values	Custom typeface or carefully chosen match to brand personality
Accessibility-focused	Select faces designed for maximum legibility	Atkinson Hyperlegible for vision-impaired users

Copy patterns:

/* Safe system font stack */
body {
  font-family: -apple-system, BlinkMacSystemFont, 'Segoe UI',
               Roboto, Oxygen, Ubuntu, sans-serif;
}

/* Reliable web font body stack */
body {
  font-family: 'Source Sans Pro', -apple-system,
               BlinkMacSystemFont, sans-serif;
}

Ethical boundary: Avoid choosing typefaces solely to appear trendy or sophisticated at the expense of readability. Typography that excludes readers with lower vision or reading difficulties in favor of visual style fails its fundamental purpose.

See: references/evaluating-typefaces.md for quality assessment to apply during selection.

4. Pairing Typefaces

Core concept: Successful typeface pairings create clear contrast — faces should be obviously different, not confusingly similar. One to two typefaces maximum; more requires exceptional skill.

Why it works: Contrast between typefaces creates visual hierarchy and rhythm. When two faces are too similar, they create tension without purpose — the reader senses something is "off" without knowing why. Clear structural contrast (serif + sans, light + bold, humanist + geometric) lets each face play a distinct role while coexisting harmoniously.

Key insights:

• Contrast types — structure (serif + sans), weight (light + regular), era (humanist + geometric), and width (condensed + normal) all create effective contrast
• Same designer strategy — faces designed by one person often share DNA that harmonizes (e.g., FF Meta + FF Meta Serif)
• Superfamilies — typeface families designed to work together eliminate guesswork (e.g., Roboto + Roboto Slab)
• Pairing mistakes — two serifs or two sans faces that look almost alike, both faces trying to be distinctive, mixing renaissance and postmodern without intention, one face overwhelming the other in weight

Product applications:

Context	Application	Example
Editorial site	Serif headlines + sans body for classic readability	Playfair Display + Source Sans Pro
Tech product	Superfamily for guaranteed harmony	Roboto + Roboto Slab
Corporate site	Same-designer pairing for subtle cohesion	FF Meta + FF Meta Serif
E-commerce	Distinctive display + neutral body	Condensed headline face + system sans-serif body
Documentation	Monospace code + sans-serif prose from same family	IBM Plex Mono + IBM Plex Sans
Minimal brand	Single family with weight variation	Inter at varying weights and sizes

Copy patterns:

/* Classic serif + sans-serif pairing */
h1, h2, h3 {
  font-family: 'Playfair Display', Georgia, serif;
}
body {
  font-family: 'Source Sans Pro', -apple-system, sans-serif;
}

/* Superfamily pairing */
h1, h2, h3 {
  font-family: 'Roboto Slab', serif;
}
body {
  font-family: 'Roboto', sans-serif;
}

Ethical boundary: When in doubt, use one family with weight variation rather than forcing a pairing. A mismatched pairing creates cognitive friction that undermines the content, and adding complexity without purpose serves the designer's ego rather than the reader's needs.

See: references/pairing-strategies.md for specific combinations, contrast methods, and proven pairings.

5. Typographic Measurements

Core concept: Three measurements — font size, line length, and line height — form the foundation of comfortable reading. Getting these right matters more than typeface choice.

Why it works: These measurements directly govern how the eye tracks across and down text. Optimal line length (45-75 characters) matches the saccade pattern. Adequate line height (1.4-1.8) prevents the eye from jumping to the wrong line on the return sweep. Sufficient font size (16-18px minimum) ensures letterforms are large enough for comfortable recognition on screen.

Key insights:

• Body font size — 16px minimum; err larger (18px) for reading-heavy sites. Mobile users hold phones farther than designers assume
• Line length (measure) — 45-75 characters ideal, 66 characters optimal. Use the ch unit or max-width to enforce. Longer lines need more line height to compensate
• Line height — 1.4-1.8 for body text. Longer lines need more; shorter lines need less. Headlines need tighter spacing (1.1-1.25)
• Heading scale — use a consistent ratio (1.2-1.5) between heading levels to establish clear hierarchy without extremes

Product applications:

Context	Application	Example
Blog / article	Enforce 65ch max-width with 1.6 line height	.prose { max-width: 65ch; line-height: 1.6; }
Documentation	Slightly wider measure with increased line height	max-width: 75ch; line-height: 1.7;
Mobile UI	Larger body size, auto-constrained measure	font-size: 17px; with viewport-width constraint
Dashboard	Tighter line height for dense data display	line-height: 1.3; for table cells and labels
Landing page	Generous sizing and spacing for scanability	font-size: 1.25rem; line-height: 1.7;
Email template	Constrained width for email client compatibility	max-width: 600px; with inline sizing

Copy patterns:

/* Optimal body text measurements */
.prose {
  font-size: clamp(1rem, 0.95rem + 0.25vw, 1.125rem);
  line-height: 1.6;
  max-width: 65ch;
}

/* Wider columns need more line height */
.wide-text {
  max-width: 80ch;
  line-height: 1.8;
}

/* Line height adjustments by context */
h1, h2 { line-height: 1.1-1.25; }
.ui-text { line-height: 1.3-1.4; }
.body-text { line-height: 1.5-1.7; }

Ethical boundary: Never sacrifice readable measurements for layout aesthetics. Cramming text into narrow columns with tiny sizes to "fit the design" prioritizes visual arrangement over human comprehension.

See: references/responsive-typography.md for fluid sizing and viewport-based measurement strategies.

6. Building Type Hierarchies

Core concept: Hierarchy tells readers what matters most. Create distinction through controlled variation in size, weight, and color — but don't combine all levers at once.

Why it works: Visual hierarchy mimics how readers naturally prioritize information. When size, weight, and color differences between levels are deliberate and consistent, readers can scan a page and instantly understand its structure. Without hierarchy, everything competes for attention and nothing wins.

Key insights:

• Three levers — size, weight, and color. Vary one or two between adjacent levels; varying all three creates excessive contrast that wastes headroom for deeper hierarchies
• The squint test — squinting at a page should still reveal the hierarchy. If everything blurs into sameness, the distinction is too subtle
• Consistent scale — use a ratio (1.2-1.5) between heading levels. Arbitrary sizes create visual noise. A modular scale creates rhythm
• Don't skip levels — jumping from H1 to H3 breaks the reader's mental model of document structure

Product applications:

Context	Application	Example
Content page	Size + weight variation across 4-5 levels	H1 2.5rem/700, H2 1.75rem/600, Body 1rem/400
Dashboard	Weight + color for data vs. label distinction	Bold #111 for values, Regular #666 for labels
Navigation	Size + weight to signal current vs. available	Active: bold, Inactive: regular, same size
Marketing page	Large size jumps for dramatic scanability	Hero 3.5rem, Section heads 2rem, Body 1.125rem
Form UI	Subtle weight shifts for label vs. input distinction	Label: 600 weight, Input: 400 weight
Mobile app	Tighter scale due to limited viewport	H1 1.75rem, H2 1.25rem, Body 1rem

Copy patterns:

/* Type hierarchy with modular scale */
h1 { font-size: clamp(2rem, 1.5rem + 2vw, 3rem); font-weight: 700; color: # 700: 111; }
h2 { font-size: clamp(1.5rem, 1.25rem + 1vw, 2rem); font-weight: 600; color: # 600: 111; }
h3 { font-size: 1.25rem; font-weight: 600; color: #333; }
body { font-size: 1rem; font-weight: 400; color: # 400: 333; }
.secondary { font-size: 0.875rem; color: #666; }
.caption { font-size: 0.75rem; color: #888; }

/* Heading rhythm */
h1, h2, h3 {
  margin-top: 1.5em;
  margin-bottom: 0.5em;
  line-height: 1.2;
}

Ethical boundary: Hierarchy should guide readers honestly. Using visual prominence to draw attention to deceptive elements (hidden fees in small text, manipulative CTAs in bold) weaponizes typography against the reader.

See: references/css-implementation.md for complete hierarchy implementation patterns and variable font techniques.

7. Responsive Typography and Web Font Performance

Core concept: Type must adapt to screens and reading contexts, and web fonts must load efficiently. Fluid typography with clamp() eliminates breakpoint jumps, while strategic font loading prevents layout shift and slow renders.

Why it works: A single fixed font size cannot serve both a 320px phone and a 1440px desktop. Fluid scaling ensures text is always proportionate to its viewport. Meanwhile, web fonts are render-blocking by default — unoptimized loading causes Flash of Invisible Text (FOIT) or Flash of Unstyled Text (FOUT), both of which degrade the reading experience.

Key insights:

• Fluid typography — clamp(min, preferred, max) scales font size smoothly between viewport sizes, eliminating the need for media query breakpoints for type sizing
• Breakpoint adjustments — mobile (<640px) needs slightly larger body size (17-18px) and tighter heading scale; tablet (640-1024px) uses standard sizing with enforced line-length limits; desktop (>1024px) can use larger display type while maintaining line-length
• Font loading strategy — use font-display: swap to show fallback text immediately, preload critical fonts with <link rel="preload">, and subset fonts to include only needed characters
• Performance budget — aim for under 200KB total web font payload. Subset aggressively, prefer WOFF2 format, and consider variable fonts to replace multiple static weight files

Product applications:

Context	Application	Example
Content site	Fluid body and heading sizes with clamp()	font-size: clamp(1rem, 0.9rem + 0.5vw, 1.25rem)
E-commerce	Preload hero font, lazy-load secondary weights	<link rel="preload" href="font.woff2" as="font">
SaaS app	System font stack for UI, web font for marketing only	-apple-system in app, custom font on landing page
Global product	Subset fonts per language to reduce payload	Latin subset for English pages, CJK subset for Asian pages
Performance-critical	Variable font replacing 4-6 static files	Single variable font file with weight axis 300-700
Progressive web app	Cache fonts in service worker for offline use	caches.open('fonts').then(cache => cache.addAll(...))

Copy patterns:

/* Fluid typography with clamp() */
body {
  font-size: clamp(1rem, 0.9rem + 0.5vw, 1.25rem);
}
h1 {
  font-size: clamp(2rem, 1.5rem + 2vw, 3.5rem);
}

/* Performant font loading */
@font-face {
  font-family: 'Custom Font';
  src: url('/fonts/custom.woff2') format('woff2');
  font-display: swap;
  font-weight: 400;  # HTTP 400 Bad Request
  unicode-range: U+0000-00FF; /* Latin subset */
}

/* Preload in HTML head */
/* <link rel="preload" href="/fonts/custom.woff2" as="font" type="font/woff2" crossorigin> */

Ethical boundary: Performance optimization should not come at the cost of excluding users. Aggressive subsetting that drops characters needed by non-English readers, or removing italic/bold weights needed for emphasis, trades inclusivity for speed in ways that harm real people.

See: references/responsive-typography.md for fluid type implementation and references/css-implementation.md for @font-face, loading strategies, and variable fonts.

Common Mistakes

Mistake	Why It Fails	Fix
Text feels cramped	Insufficient line height creates visual density that fatigues readers	Increase line-height to 1.6+; add paragraph spacing
Lines too long, hard to track	Beyond 75 characters, the eye loses its place on the return sweep	Add max-width: 65ch to text containers
Headings look disconnected	Excessive space above headings breaks their association with following content	Reduce space above heading; keep space below
Text looks blurry on screen	Poor font-smoothing settings or subpixel rendering issues	Check font-smoothing; try different weight; increase size
Fonts loading slowly	Unoptimized font files block rendering and delay first contentful paint	Subset fonts; use font-display: swap; preload critical fonts
Body text too small	Users hold phones farther than assumed; small text strains older eyes	Increase to 18px; test with real users at real distance
Hierarchy is unclear	Insufficient contrast between adjacent levels makes everything compete	Increase size/weight differences between levels
Typefaces clash	Pairing faces without clear contrast creates unresolvable visual tension	Simplify to one family; or ensure structural contrast (serif + sans)
Using Lorem ipsum for testing	Dummy text hides character frequency, word length, and rhythm problems	Test with real content representative of actual use

Quick Diagnostic

Question	If No	Action
Is body text 16px or larger?	Text too small for comfortable screen reading	Increase to at least 16px; prefer 18px for reading-heavy pages
Is line length under 75 characters?	Eye loses position on return sweep	Add max-width: 65ch to prose containers
Is line height 1.4 or greater for body?	Lines feel cramped and reading speed drops	Increase to 1.5-1.7 for body text
Is there sufficient contrast between type levels?	Hierarchy is invisible; readers can't scan	Increase size or weight differences between adjacent levels
Have typefaces been tested at actual sizes on real screens?	Rendering surprises will appear in production	Test at every use size on target devices and browsers
Is total font payload under 200KB?	Slow loading degrades experience and SEO	Subset fonts, use WOFF2, consider variable fonts
Are fallback fonts specified?	FOIT leaves blank text while fonts load	Add system font fallbacks in every font-family declaration
Does the page work at 200% browser zoom?	Accessibility failure for low-vision users	Test at 200% zoom; fix overflow and truncation issues
Are headings free of orphaned single words?	Single trailing words look unfinished and waste space	Use text-wrap: balance or manual breaks
Are links visually distinct from surrounding text?	Users cannot identify interactive elements	Ensure links have color and/or underline distinction

Reference Files

• typeface-anatomy.md: Terminology, letterform parts, classification systems
• evaluating-typefaces.md: Quality assessment, structural analysis, technical requirements
• pairing-strategies.md: Combining typefaces, contrast methods, proven combinations
• responsive-typography.md: Fluid type, viewport units, breakpoint strategies
• css-implementation.md: @font-face, loading strategies, variable fonts, performance

Further Reading

On Web Typography by Jason Santa Maria Publisher: A Book Apart (2014) ISBN: 978-1937557065 Amazon

About the Author

Jason Santa Maria is a graphic designer, creative director, and educator whose work has shaped how the industry thinks about typography on the web. He served as Creative Director at Typekit (now Adobe Fonts), where he helped bring high-quality type to web designers at scale. He co-founded A Book Apart, the publisher of brief books for people who make websites, and has been a leading voice in web standards and design education. Santa Maria teaches at the School of Visual Arts (SVA) in New York City and has art-directed publications including A List Apart. His work bridges the gap between traditional typographic craft and the practical realities of designing for screens, and "On Web Typography" distills his deep expertise into an accessible, opinionated guide for working web designers.

Overview

Select, pair, and implement typefaces for web projects.

Prerequisites

• Access to the ORM environment or API
• Required CLI tools installed and authenticated
• Familiarity with ORM concepts and terminology

Instructions

1. Assess the current state of the ORM configuration
2. Identify the specific requirements and constraints
3. Apply the recommended patterns from this skill
4. Validate the changes against expected behavior
5. Document the configuration for team reference

Output

• Configuration files or code changes applied to the project
• Validation report confirming correct implementation
• Summary of changes made and their rationale

See ORM implementation details for output format specifications.

Error Handling

Error	Cause	Resolution
Authentication failure	Invalid or expired credentials	Refresh tokens or re-authenticate with ORM
Configuration conflict	Incompatible settings detected	Review and resolve conflicting parameters
Resource not found	Referenced resource missing	Verify resource exists and permissions are correct

Examples

Basic usage: Apply web typography to a standard project setup with default configuration options.

Advanced scenario: Customize web typography for production environments with multiple constraints and team-specific requirements.

Resources

• Official ORM documentation
• Community best practices and patterns
• Related skills in this plugin pack