Typography on the Web

In spite of my fondness for typography, I have always been fairly antagonistic towards web typography “solutions” like sIFR. Sure, it’s a better idea than using a GIF file for every headline, but is it really necessary?

I’m skeptical. What is it buying you, and at what cost? What’s the return on investment? Is it improving conversions, improving customer/reader loyalty?

To me, content is king. I’ve visited, bookmarked, and returned to many web sites that are no-frills black-text-on-a-white-background. I remember fondly the days of Gopher, shortly before the rise of the World-Wide Web: all information, and no waste.

Let’s say there are 3 kinds of people in the world:

  1. Graphic Designers
  2. Computer Programmers
  3. Everyone Else

Let’s look at these groups from the bottom-up:
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