Whether it’s the iconic, calligraphic font of Coca-Cola or the famous juxtaposition of type into the shape of a suitcase for the “Pulp Fiction” movie poster, typography can make an impact on an audience at first glance. Website typography is no superficial thing. In addition to affecting branding and the aesthetics of a site, typography, according to numerous studies conducted since 1929, has a psychological effect on users, which can affect site traffic and product conversion rates. Return traffic, organic linking and successful calls to action are often the result of a site’s chosen type proving effective in personality, mood influence and presentation. For websites, typography can strategically convey subconscious messages, emotion, principles and ethics, in addition to literal meaning. It may seem strange or