Proper and beautiful typography is important for every aspect of a website—it sets the tone, highlights the theme, and conveys the main message.
Typography is both science and art—designers use it to arrange text in a thoughtful manner, so every feature (size, length, shape, tracking, color, kerning, etc.) will serve a deliberately provoked purpose.
But how do we know we have the right typography?
(Hint: it’s readable!) If users understand the type and feel it’s consistent with the design as a whole, you’re on the right track…
from Vandelay Design http://www.vandelaydesign.com/guide-to-beautiful-typography/