Typography for Digital Ads: 8 Best Practices

Want your digital ads to stand out? It's all about the text. Here's how to nail typography in your ads:

1. Pick the right fonts
2. Make text easy to read
3. Optimize for mobile screens
4. Keep brand text consistent
5. Use empty space effectively
6. Speed up font loading
7. Test your text
8. Make text accessible

Quick Comparison:

Practice	Why It Matters	Key Tips
Font choice	Sets the tone	Use 1-2 fonts max
Readability	Keeps viewers engaged	Aim for 16px body text
Mobile optimization	Most users are on mobile	Test on real devices
Brand consistency	Builds recognition	Create a style guide
Empty space	Directs attention	Don't overcrowd your ad
Fast loading	Improves user experience	Use WOFF2 format
Testing	Ensures effectiveness	A/B test different versions
Accessibility	Reaches all audiences	Follow WCAG guidelines

Good typography can make or break your digital ads. It's not just about looking nice - it's about getting your message across clearly and quickly. Follow these practices to create ads that are easy to read, load fast, and work for everyone.

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1. Pick the Right Fonts

Fonts can make or break your digital ads. They're not just pretty letters - they're the voice of your brand. Let's break down how to choose fonts that'll make your ads pop.

Serif vs Sans-Serif Fonts

Serif fonts have little feet. Sans-serif fonts don't. Simple, right? Here's the lowdown:

Font Type	Look	Best For	Examples
Serif	Fancy feet	Old-school vibes	Times New Roman, Georgia
Sans-serif	Clean, no frills	Modern feel	Helvetica, Arial

Sans-serif fonts are the go-to for digital ads. Why? They're easier to read on screens. As font guru DeCotes puts it: "Building an app or site? Sans serifs are your best bet." They just work better on smaller screens.

Main and Support Fonts

Think of fonts like a dynamic duo:

1. Main font: Your headline hero. Make it bold and eye-catching.
2. Support font: The sidekick for your body text. It should play nice with the main font and be easy on the eyes.

Try pairing Helvetica (main) with Georgia (support). It's like mixing a modern art piece with a comfy couch - stylish but still cozy.

Text Size and Weight

Size matters in fonts. Here's a quick guide:

• Headlines: Go big or go home (24-36px)
• Subheadings: A bit smaller, but still noticeable (18-24px)
• Body text: Keep it readable (14-16px)

Pro tip: Don't go smaller than 16px for any text. You want people to read your ad, not squint at it.

Font Pairs That Match

Some fonts just click together:

1. Bebas Neue + Montserrat: Bold meets clean. Perfect for making a statement.
2. Roboto Condensed: The Swiss Army knife of fonts. Use it for everything.
3. Playfair Display + Lato: Fancy meets functional. Great for luxury brands.

When pairing fonts, aim for contrast in style but keep the mood consistent. It's like putting together an outfit - mix it up, but make sure everything goes together.

"Your choice of typeface is as important as what you do with it." - Bonnie Siegler, graphic designer

2. Make Text Easy to Read

If your ad text is hard to read, people will scroll past it. Here's how to make your text pop:

Text Size Rules

Size matters in digital ads. Quick guide:

Device	Font Size
Mobile	12-16pt
Tablet	15-19pt
Desktop	16-20pt

Always test your ads on different devices to check readability.

"The visual presentation of text and images of text has a contrast ratio of at least 4.5:1." - Web Content Accessibility Guidelines (WCAG)

This isn't just a suggestion - it's a must for accessible ads.

Text Spacing

Good spacing is key to readability:

• Line height: 1.5em
• Paragraph spacing: 2em
• Word spacing: 0.16em
• Letter spacing: 0.12em

These settings make your ad text easier to scan and absorb.

Letter Spacing

Letter spacing (or tracking) can make or break readability. Too tight? Words blur. Too loose? Looks like a ransom note.

Default spacing works for most fonts. But decorative or condensed fonts might need tweaking. Remember: subtle changes go a long way.

Text vs Background

Your text could be perfectly sized and spaced, but if it blends into the background, it's useless. Here's how to make text pop:

1. Use a contrast checker (like WebAIM's)
2. Avoid tricky color combos (medium greys on white, mid-tones with high saturation)
3. Be careful with images (use semi-transparent overlays for text on images)

Don't forget Google's rules: some display ads can only use text in 20% or less of the ad space. Make those words count!

"If email content is difficult to read, subscribers won't waste their time." - Email Marketing Best Practices

This applies to ads too. If people can't read it easily, they won't bother.

3. Text for Mobile Screens

Mobile screens are small, but they're a big deal. Mobile ad spending is expected to hit $156 billion by 2023. So, getting your text right on these tiny screens is a must. Here's how to make your ad text stand out on mobile.

Adjusting Text for Screen Size

You can't use the same text size for all screens. Here's what to do:

Make your design responsive. Your text should resize based on screen width. Start with 16px for body text - it's easy to read on most devices. Use em or rem units to help your text scale smoothly across different screens.

"Responsive typography is key. Think about how your text will look on different devices to keep your design balanced." - Web Design Expert

Smallest Text Size

Don't go too small, or people will struggle to read your ad. Here are the minimum sizes to use:

Device	Minimum Font Size
Mobile	12px
Tablet	14px
Desktop	16px

But remember: these are just minimums. Bigger is often better for easy reading.

Text That Fits All Screens

Want text that looks good everywhere? Here's how:

Use CSS media queries. They let you set different text sizes for different screen widths. Try fluid typography - it scales text smoothly between set sizes. And don't forget to test your ads on different devices to make sure they're easy to read.

Device-Specific Text Rules

Different devices need different approaches:

For iOS, use Apple's San Francisco font. It's made for their screens. On Android, go for Roboto - Google's choice for readability. If you're dealing with high-resolution screens, make your font a bit bolder to make up for thinner rendering.

Here's a pro tip: Use SVG for text in logos or graphics. They stay sharp no matter what size they are.

4. Keep Brand Text Consistent

Typography in digital ads isn't just about looking good. It's about building a strong, recognizable brand. Here's how to keep your brand text consistent across all your digital ads:

Following Brand Text Rules

Sticking to your brand's text guidelines is a must. Why? It builds brand recognition, creates a professional look, and helps your ads stand out.

Create a simple brand guide with your fonts, sizes, and usage rules. Then make sure your team follows it. No exceptions.

Brand Font Sets

Think of choosing brand fonts like picking your team's uniform. Here's a quick breakdown:

Font Type	Purpose	Example
Primary	Headlines, main text	Helvetica
Secondary	Subheadings, accents	Georgia
Tertiary	Special use, rare	Script font

Stick to 1-3 font families max. As designer Taughnee Stone puts it:

"Choosing and using the right brand fonts is a detail that separates design amateurs from the pros."

Text Style in All Ads

Your ads should look like they're part of the same family, whether they're on Facebook, Google, or a billboard. How? Use the same fonts, text sizes, color scheme, and similar layouts across all ads.

Text and Brand Look

Your font choices should match your brand's personality. Serif fonts feel traditional, sans-serif fonts look modern, and script fonts can seem elegant or creative.

Take Apple, for example. They use their custom San Francisco font across all products and marketing. It reinforces their brand image of simplicity and elegance.

Coca-Cola, on the other hand, uses a unique script font for its logo. It's instantly recognizable worldwide, representing the brand's timeless appeal.

Remember: Your text isn't just words. It's a visual representation of your brand. Make it count.

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5. Use Empty Space Well

Empty space isn't just blank areas in your ad. It's a powerful design tool that can make or break your digital ad's effectiveness.

Why Empty Space Matters

Empty space (also called white space or negative space) does a lot of heavy lifting in your ad:

• Makes your ad easier to read
• Directs the viewer's attention
• Creates a visual hierarchy
• Gives your ad a professional look

Think of it like the pauses in a conversation. Without them, you're just yelling at your audience.

Spacing Text Blocks

The space between text blocks can dramatically impact readability. Here's a quick guide:

Element	Spacing Suggestion
Paragraphs	1.5x line height
Headings to body text	2x text size
Between sections	3x text size

These are starting points. Always test your ad on different devices to make sure it looks good everywhere.

Text Spacing Tips

1. Give your text room to breathe with margins at least 5% of the ad width.
2. Keep lines between 50-75 characters for easy reading.
3. Adjust letter spacing in headlines for better legibility.

"White space is to be regarded as an active element, not a passive background." - Jan Tschichold

This quote nails it. Empty space isn't just filler - it's a key part of your design.

Balancing Text and Images

Placing text and images is an art. Here's how to do it well:

• Use the rule of thirds for layout
• Give important elements more space to make them pop
• Don't shy away from asymmetry - it can create visual interest

Remember FIAT's "don't text and drive" campaign? It used negative space to show how texting blocks your view while driving. The ad was mostly white space, with text covering up crucial visual elements. It's a perfect example of empty space delivering a powerful message.

In digital ads, less is often more. Use empty space well, and you'll create ads that aren't just readable, but memorable.

6. Speed Up Font Loading

Font loading can slow down your digital ads. Let's fix that.

Shrink Your Font Files

Smaller font files load faster. Here's how to trim them:

• Use WOFF2 format. It's way smaller than TTF, OTF, or WOFF.
• Only include the characters you need. This is called subsetting.

Airbnb did this and cut their font size from 300KB to 11KB. That's huge!

Load Fonts Smart

The order you load fonts matters:

• Preload important fonts with <link rel="preload">.
• Load fonts for visible content first.

Google Fonts does this. It makes text show up 25% faster on slow connections.

Use Backup Fonts

While your fancy fonts load, use system fonts. This stops the "Flash of Invisible Text" (FOIT).

Here's a quick backup font guide:

Custom Font	Backup Font
Helvetica	Arial
Garamond	Georgia
Futura	Trebuchet MS

Use font-display: swap in your CSS. It tells browsers to use the backup font right away, then switch when the custom font loads.

Balance Speed and Style

You want fast AND good-looking fonts. Here's how:

• Don't use too many font styles. Each one is another file to load.
• Try variable fonts. They pack multiple styles into one file.
• Consider using system fonts. They load instantly but might look plain.

"Performance is user experience. A slow font is no font at all." - Zach Leatherman, Web Font Loading Expert

Remember: A font that looks amazing but takes forever to load is worse than a basic font that pops up instantly.

7. Test Your Text

Testing your typography is key for effective digital ads. Here's how to make sure your text works across platforms and audiences:

Check All Devices

Your ad text should look good everywhere. Here's what to do:

• Use tools like Browserstack or Responsinator to preview ads on different devices.
• Test on real devices when you can.
• Look at how text wraps, font sizes, and layouts change on different screens.

"Responsive typography is key. Think about how your text will look on different devices to keep your design balanced." - Web Design Expert

Compare Different Fonts

Not all fonts are equal. To find the best one:

• Use tools like Typetester or Font Tester to compare fonts side-by-side.
• Run A/B tests with different fonts to see what works best.
• Think about readability, brand fit, and emotional impact.

Font Type	Best For	Example
Serif	Traditional, authoritative	Times New Roman
Sans-serif	Modern, clean	Helvetica
Display	Headlines, attention-grabbing	Bebas Neue

Check Reading Ease

Readable text is a MUST for effective ads. Try these tools:

• Hemingway Editor: Spots complex sentences and offers fixes.
• Readable.com: Gives readability scores and tips.
• WebFX Readability Test Tool: Uses multiple scoring methods.

For general audiences, aim for a Flesch-Kincaid reading ease score of 60-70.

Track Results

See how your text choices perform:

• Use A/B testing tools like Google Optimize or Optimizely to compare text versions.
• Look at click-through rates, conversion rates, and time on page.
• Check heatmaps and scroll maps to see how people interact with your text.

Keep testing. Review and update your typography based on what the data tells you.

"Performance is user experience. A slow font is no font at all." - Zach Leatherman, Web Font Loading Expert

8. Make Text Accessible

Want your digital ads to reach everyone? Let's talk about making your text accessible. It's not just a nice-to-have - it's a must-have.

WCAG Rules: Your Accessibility Roadmap

The Web Content Accessibility Guidelines (WCAG) are like your GPS for accessible text. Here's what you need to know:

• Text-to-background contrast: Aim for 4.5:1 (normal text) or 3:1 (large text)
• Resizable text: It should work up to 200% larger
• Real text beats images: Use actual text whenever you can

"Accessible typography isn't just about font size. It's about contrast, line height, and spacing too." - Web Accessibility Expert

Color Matters

Your color choices can make or break accessibility. Check out these examples:

Color Combo	Contrast Ratio	WCAG Approved?
Black on White	21:1	Yes (AAA)
Pure Red on White	4:1	No
Pure Blue on White	8.6:1	Yes (AA)

But here's the kicker: Don't rely on color alone to convey info. Some users are colorblind, remember?

Size It Right

When it comes to text size, bigger is usually better:

• Body text: 16px minimum
• Mobile text: No smaller than 12px
• Flexible sizing: Let users adjust without breaking your layout

Screen Reader Friendly

Screen readers are a big deal for many users. Make your text play nice with them:

1. Use proper headings (H1, H2, H3) to create a logical structure
2. Add alt text to images with text in them
3. Stick to real text instead of text-as-images when possible

"Performance is user experience. A slow font is no font at all." - Zach Leatherman, Web Font Loading Expert

This quote isn't just about speed - it's about considering every aspect of typography for a truly accessible experience.

Key Points to Remember

Typography can make or break your digital ads. Here's what you need to know:

Choose Fonts Wisely

Pick fonts that match your brand and are easy to read. Stick to two fonts max per ad:

Font Type	Best For	Example
Sans-serif	Body text, modern look	Helvetica
Serif	Headlines, traditional feel	Times New Roman

Size Matters

Make sure people can read your text on any device:

• Desktop: 16px minimum for body text
• Mobile: Nothing smaller than 12px
• Headlines: Double your body text size

Contrast is Key

Follow these guidelines for text-to-background contrast:

• Normal text: 4.5:1 ratio
• Large text: 3:1 ratio

Spacing and Layout

Left-justify your text for easier reading. Aim for 60 characters per line on desktop, 30-40 on mobile. Set your line height about 30% more than your character height.

Consistency is Crucial

Keep your typography the same across all your ads. It helps reinforce your brand. As Oliver Reichenstein puts it:

"Optimizing typography is optimizing readability, accessibility, usability(!), overall graphic balance."

Test and Optimize

Use tools like Browserstack or Responsinator to see how your ads look on different devices. Try A/B testing different fonts and layouts to see what your audience likes best.

Accessibility Matters

Make your text accessible to everyone:

• Use real text instead of text-as-images when you can
• Add alt text to images with text in them
• Make sure your text can be resized up to 200% without breaking the layout

Speed Up Font Loading

Fast-loading fonts are a must for good user experience. Use WOFF2 format and think about using system fonts for instant loading. As Zach Leatherman, a web font loading expert, says:

"Performance is user experience. A slow font is no font at all."

FAQs

What font goes with header and body?

Picking the right fonts for headers and body text can make or break your digital ads. Here's a quick rundown:

Headers love bold, eye-catching fonts. Think Odile, Depot New, Bilo, Garamond Premier, or Bely.

Body text? Go for clean and easy-to-read. Auto, Forma DJR Text, Acumin, Open Sans, Source Sans, or Cronos fit the bill.

Here's the deal:

1. Mix it up. Pair a bold header font with a clean body font. It's like salt and pepper - they just work together.
2. Keep it simple. Two fonts max. Any more and your ad might look like a ransom note.
3. Readability is king. If squinting is required, you've gone wrong.

"Good typography is arguably the most important element of strong design." - Jason Forrest, Author at Digital Ink

Want to see how different fonts play together? Check out tools like Typetester or Font Tester. They're like a playground for font nerds.

Remember, what works for one brand might not work for another. So play around, test different combos, and find what clicks for you.

Font Type	Best For	Examples
Bold, eye-catching	Headers	Odile, Depot New, Bilo, Garamond Premier, Bely
Clean, easy-to-read	Body text	Auto, Forma DJR Text, Acumin, Open Sans, Source Sans, Cronos

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