TypeTalk: 10 Ways to Increase Readability and Create Inviting Text
Q. I’m working on a brochure and need to display the content in a conservative, yet inviting way. What guidelines would you suggest to make long blocks of text more inviting?
A. We’ve all come across type-heavy pieces that are dull, monotonous, or uninviting. Where do they wind up? All too frequently, right in the garbage or shredder. There is an abundance of text-heavy material being produced, and it can be challenging to keep it visually engaging, and the content digestible to its intended audience. Here are ten factors to consider, along with recommendations to help attract and hold your reader’s interest—and keep your work out of the trash!
Typeface
Select a clean, legible typeface that is appropriate for your message and audience, as well as easy to read at the size(s) it will be used at. The type style should not overpower the message with too much personality. Make sure to use the most readable weight, such as book or regular; very light or too heavy type styles are harder to read for lengthy copy, and best saved for smaller settings (Figure 1).
Line Length
Set the text at a comfortable, moderate width/line length for maximum readability. Avoid extremely narrow columns that can become tiresome to read for lengthy copy, as well as very wide columns that can result in overshooting or undershooting the next line when going from the end of one long line to the beginning of the next; both can visually tire and frustrate the reader.
Line Spacing
Apply generous line spacing so type doesn’t appear too dense and crowded, and thus uninviting and more challenging to read. Three or four points of leading is a good starting point for most typefaces, although what looks and works best depends on the individual typestyle and size (Figure 2).
Subheads
Use subheads whenever possible to clue the reader into the overall content of the piece. Not everyone has the time or the inclination to read an entire brochure or booklet, so breaking up the content in a way that allows readers to scan for the most important elements (to them) will help hold their attention (Figure 3).
Margins
Create roomy margins and ample white space, both of which help draw the reader in. A crowded layout with tight margins and a busy design will be harder to read and absorb, repelling some readers. For example, which attracts you more—a few lines of type elegantly placed in the middle of an ad or an article, or a crowded layout where you don’t know where to look first?
Bullets
Consider bulleted lists when appropriate to the content, as they can help organize lengthy text and listings into digestible bits. They can also provide an opportunity to incorporate simple graphics in place of more traditional round bullets, as well as a bit of color to keep the text visually interesting.
Pull Quotes
Select and insert pull quotes consisting of tasty tidbits of information extracted from the article, throughout the piece. They will help invite and entice the reader into and through the article.
Graphics
Include images, charts, and graphics that will serve to break up the text. Use them to illustrate a point, simplify complicated information, or just make the piece more interesting and engaging. Keeping a page visually appealing is a sure way to hold your readers’ attention (Figure 4).
Contrast
Create strong contrast between headline, subheads, body text, and other textual elements. If they all blend together with the same color, texture, and “grayness”, the reader will not easily be able to recognize the individual elements and gauge the intended hierarchy.
Hyphenation
Limit hyphenation to no more than two hyphens in a row, each containing three or more letters before and after the hyphen. Too many breaks and interrupted words (especially in lengthy text) make the reader work harder and reduce readability.
An excellent article, full of practical tips to enhance and ensure reading.
And it’s a beautiful layout! I enjoyed it.
Thanks!
Ironic that these tips appear in a post on a website whose default text size is TOO SMALL for most middle-aged adult eyes to comfortably read. Let’s not even get into the use of Arial in the age of multiple choices of webfonts. Just sayin’.
Hi Chris- Fear not, there are lots more changes coming to CreativePro, including design improvements for readability. I appreciate the feedback.
Thanks Mike for working to improve the look of your site for those of us with “over 40 eyes”. I’d actually written and received a response from David Blatner a week or so ago about the Creative Prose emails I receive being hard to read as well and he promised to check into that too. As I’ve gotten older I’m paying more attention to legibility in my own design as well. I know what my parents have been complaining about for years now. Looking forward to the updates!
Thanks, Phawnda, glad it hit a ‘typographic’ chord for you! Ilene
I grew up in the printing business and am irked no end by the hideous practice of white fonts on all sorts of backgrounds. Back in the day, black type on a yellow background and sized at 11-pt was the most legible combination for flyers/brochures. Now, it seems to be the practice to crowd as much info into as small a space with 8-pt type.
Business Cards and Brochures were (and still should be) an introduction to your business (not a full autobiography and historical listing of tasks.) “Less is more” still should be the benchmark.
On TV, in print, and online – the type should be able to be read without magnifying glasses.
The spacing suggestions and type fonts (personally, I detest serif type faces, but that’s me) are well presented and make sense. Try out a couple of designs and then have honestly open friends read them. Ask if they have any questions (don’t just ask if the design looks “good” – “yes” and “no” answers are useless.)
Good Luck.
Great advice Kathryn. There’s nothing like a fresh set of eyes (or several sets) to truly test a design.
This is indeed an excelent article, thanks for sharing this