Content is regarded as King on the web. It is important from users and search engines perspective. Users make a buying decision or decide if they want to do business with you after reading up about your company, products and services offering. Its only if they like what they read they decide to contact you or try out your products or services. Search engines regard content very important for ranking. Content has to be unique, well written and fresh. Along with the quality of the content, it;s presentation is very important and typography plays a very important role in this. Your content can be great but if it is not presented in the right way, it can deter users from reading it. Wikipedia refers Tyopgrahy as  the art and technique of arranging type to make written language legible, readable, and appealing when displayed. The arrangement of type involves selecting typefaces, point sizes, line lengths, line-spacing (leading), and letter-spacing (tracking), and adjusting the space between pairs of letters (kerning[1])..  Fonts used should make the text look very clear to read. The color of the font and the background color on which the text is written should be easy on the eyes. The styling of the font such as bold, underline, caps etc., should be done correctly and the paragraph formation and spacing should be evenly applied. There are highly stylish and decorative fonts available to use but their use should be minimized.

Here is an example of a typography that should be avoided. Although the fonts look like kids font (as the context is kids summer camp) but the alphabets shape is not clear and the styling makes it look very cheesy.

KIDS SUMMER CAMP