Headings are one of the most crucial parts of typography. We read and perceive headlines first, among other information on the screen.
The purpose of any heading & headline is to grab our attention, set the story's right tone, and intrigue the brain with value.
In this episode, I want to share my practical tips to help you make effective typography decisions and improve the overall impact of your typography and call to action.
For most UI projects, you'll need to create a set of headings to use around the project (h1,h2,h3, etc.). You can use tools like type-scale.com to do it for you. Or do it manually, relying solely on your perception 👁️, math 🔢, or sense of style 💅.
Any way you do—make it obvious to the reader!
Stay consistent with chosen style. Don't over-style your headings.
Don't rely on the baseline grid when setting up your headings line-height.
Visual-heavy fonts require an individual approach on line-height to help them have a better vertical balance.
To better balance wider headings— play around with the negative letter-spacing.
Adjusting the letter-spacing is like adding extra spice. This can make your headings feel more balanced by taking less horizontal space and, as a result, less time for eyes to jump from one text line to another.
You can add extra space between characters for all caps headings to make them more impactful and noticeable. But be sure not to overdo it.
The purpose of a line break or hr tag is to separate one piece of information from another.
Place separators above the headings to better structurize the reading sequence. Use decorative elements to highlight a certain part of your content.
It's okay to lower the font-weight for h1, h2 headings and make them more delicate in style.
Experiment with color & style for secondary headings. Use these types of headings to highlight a piece of crucial information or quotes.
In UI, headlines are regularly shown out of context.
Design your headline to stand alone and still make sense even without a remainder of the content around. This will help users to perceive the value without additional clicking.
Don't promise something your content can't provide.
Headlines fail when they don’t match the content or can't keep their promises during the read—resulting in a higher bounce rate.
Good headlines always deliver the promised value of content from start to the end, building trust towards the author in the long run.
Do not exceed over 62 characters!
Search engines tend to ignore links that are over exceed 62 characters. This could decrease the conversion rate in the long run and lower the search engine appeal for your page content.
A good tagline can increase site visitors' retention, ensuring they are in the right place by providing context for the headlines.
Add relative tags and helpful information to guide users, save their time and build interest before reading.