It’s important to realize that people read text off of a computer screen at about 1/4th the speed that they read a printed publication. This shows that we should limit what we say on the web to content that is direct and to-the-point.
Also, don’t trade readability for style. A white or pastel(light) background helps emphasize the text – dark backgrounds should be reserved for pages with larger fonts. Most computer screens are wider than they are tall, meaning that your typography should contain shorter line lengths of 40-70 characters per line. This type of layout is gaining in popularity because it allows the site to reserve part of the screen for navigation and identity.
Have you been to a website where they try to fit ALL of their content into one page? Did you stay? Leave?
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