Website design can be aesthetically beautiful but it should be clear in communicating a message otherwise, viewers will not respond to it. It is common for users to read the most important information first and this is determined through the use of fonts. Generally, the bigger the font used, the more important the message.
Aside from font, color is also used to highlight an important message. When a contrasting color is used, it directs the viewer’s attention to the message. For example, it in a car park that has 50 cars, 49 of them are black SUV’s and one car a bright pink Mini. Which among the cars will stand out from the rest?
A website has different types of content. The main content is where you see the information that you want viewers to relate to while secondary content can be found in side columns like links to related stories. Navigation is used by viewers to navigate the site and search for other information that the website has. In order to distinguish content from one another, web designers often use different typographic styles. For example, headers are usually bigger than any font on the page. Sometimes it is underlined with a different color from other fonts.
There is nothing more attractive than creating a good balance in web design. When elements are contrasting, web design becomes more charming and sophisticated. For example a clean, easy to read font can be used for copy with stylized headers to achieve a charming balance. A clean serif font can be used for most of the website’s elements with a sketch-y font to differentiate navigation on the left. However, consistency is also important so that pages will not look entirely different. The last thing you want is for the user to be confused thinking that he is looking at a different website.
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