4. Typography Should Communicate Your Purpose
Although your branding and colour palette should help position your business in the eyes of a prospective customer, it should also be underpinned by the typography used on your site.
If you’re a creative organisation, you can really hammer that home by being a little bold and out there with your headings. But if you offer professional services, such as finance, accounting, or legal advice, you really ought to steer clear of big swirly letters and odd colour choices.
From the first glance at your written content, the reader should understand the purpose of your website.
So long as your typography and font choices do not detract from this purpose - and as long as they’re readable and used carefully - then you’ve given yourself a platform from which you can confidently craft and share your message.