You can write the best sales copy in the world but the difference between somone reading it or clicking elsewhere can be as simple as the font you use.
Measure
Long lines of text are not easy to read. By keeping the width of text scannable eyestrain is reduced. The simple rule is:
font size(px) X 30 = Ideal Measure
A font size of 12 should therefore have a measure of 360px.
Line Height (Leading)
The distance between lines has a big impact on readability. Lines too close together makes text tricky to distinguish, lines too far apart ruins flow. Default line heights for most fonts are insufficient in a lot of cases. For verdana and arial, 12 -18px, I suggest adding 3-4px to the line height.
Rhythm
Equal spacing through your copy from headings to ends of paragraphs should be spaced equally. Typically good spacing of block elements is 15-20px.
Tags: copywriting(2) typography(1) design(1)
