Not sure which font to choose? Go with Helvetica. It’s the vanilla of fonts – you can never go wrong.

To read up a bit more on how font conveys messages, check out this infograpahic titled “The Psychology Of Font Choices,” from the Cambridge Marketing College.

1. Take Advantage of Captions and Call Outs:

While only a small element of your website or creative piece, captions and call outs can have a huge impact on your design efforts – especially when they’re placed under larger images. Famous advertiser David Ogilvy found that, on average, captions are read roughly 300% more than body copy. These create an incredible opportunity to capture the consumer’s attention and cement your message.  Couple these with the emotion-driven color schematics above for an even bigger boost.

2. Don’t Ignore Typography (It’s not the same as font!)

Good font makes people feel good – at least that’s what researcher Kevin Larson found when he gave two different versions of the New Yorker to two test groups. The first group had a badly designed layout with poorly spaced font, while the other had a well-designed version, optimized for the human eye. Not surprisingly, the participants with the bad design felt cranky, while participants with the appealing layout reported feeling positive.

This is because the eyes flow across a page using a scan path marked by saccades, tiny jumps the eyes take every 7-9 letters – then they pause to process. The magic of choosing the right typography and design is found in this science. Selecting a layout or font that makes this natural process more difficult can greatly impact your reader’s mood and, as a result, your conversion rate.