Executive Summary (This is a document excerpt)

How firms present their text-based content to consumers on Web sites makes a statement about brand. To successfully build brand, Web site typography needs to be legible and to consistently reinforce key brand attributes in a manner consistent with other channels. Forrester uncovered several brand building sites that use core typographic design principles such as type style, size, leading, optimal line lengths, typographic hierarchy, and the choice of positive versus reverse type to maximize readability while reinforcing key brand attributes through visual design and layout of text. To create brand building Web site typography, customer experience professionals must use large, well-contrasted typefaces that are easy to read and scan, choose styles that match key brand attributes, and use consistent typography across channels.

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