5 Things Every Conversion Copywriter Should Know About Fonts

Fonts affect readability and the way your reader sees your words and interprets them.

Let’s see 5 things you need to know about fonts to communicate your message better.

1. Font type

There are four basic typeface groups: Serif, Sans Serif, Script, and Decorative.

As a conversion copywriter, focus on Serif and Sans Serif. The biggest visual difference between them is the end strokes or “feet” of the letters.

There’s also a difference in “mood.”

• Serif fonts tend to be classic or formal. Use them for traditional industries or older audiences.
• Sans Serif fonts have a cleaner, modern and friendly feel. Use them for SaaS projects.

2. Font size

Font size makes your copy readable on all devices, creates visual hierarchy (headlines and subheadlines larger than body copy), and makes skimming easier.

For digital copy, a good rule of thumb is to have the body text between 14pt and 18pt.

Consider your audience when deciding font size. For older readers, larger print is better.

3. Kerning

Kerning is the space between two letters. It is designed by the creator of the typeface.

Kerning helps readability and creates consistency.

Run a quick readability test to make sure the words are easy to read, and the letters and words are evenly spaced out.

4. Color contrast

For readability, the text should be clearly seen against its background.

Basics you need to know:

• Light text goes well on dark backgrounds.
• Dark text fits with light backgrounds.
• Stark contrast between the text color and the background color.
• If you use a background image, an overlay can help create that contrast between the color and text.

5. White space

White space (space between different design elements) helps create space for your mind (and eyes) to process the words correctly.

That’s why short paragraphs create a welcome break. Empty space gives your mind room to catch up with what it’s just read.