What It Is
Typography is the style and arrangement of text. It covers which fonts you use, how large the text is, how much space sits between lines and letters, and how wide each line runs. Good typography is like clear handwriting on a sign: people read it without effort and get the right feeling from it.
Why It Matters for Your Business
Text carries most of your message, so typography directly affects whether people read it. A salon might pair an elegant heading font with a simple, highly readable font for paragraphs. Body text that is too small, too light or too tightly spaced pushes visitors away, especially older customers reading on phones.
Good to Know
Stick to two fonts at most, one for headings and one for body text. Keep body text comfortably large and dark enough against the background, and avoid long passages in all capital letters, which are harder to read. Test your fonts on a phone in daylight, too.