First impressions are lasting impressions. Whether you realize it or not, your typography helps to create an experience for users before they’ve even read a word or clicked a button. Typography has the potential to go beyond merely telling a story — it shows the user who is behind the website and what they’re about. The treatment of type creates an atmosphere and elicits a response much the same way as tone of voice does
As one of the core design principles, typography can really make or break a website design. Despite recent advances in web type technology we’re still fairly limited when it comes to creative typography layouts, meaning image replacement techniques are still common, but these days we have massive choice when it comes to selecting fonts for our designs.