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*Transparent.

위즈위드를 구성하는 기본 디자인 틀은 유리잔과 같이 투명해야 한다.
그래픽 요소 하나하나가 제 목소리를 내는 것이 아닌 상품과 컨텐츠가 돋보이도록 해야 한다.

 

*Contemporary

패션리더, 트렌드새터라는 이미지를 지닐 수 있도록 매번 새롭게 변신할 수 있게 흐름에 민감해야 한다.

 

*Universal

위즈위드는 홀로 서는 독립사이트가 아닌 아이에스이 커머스의 모든 커머스를 포용하는 플랫폼이므로 다양한 곳에서 활용될 수 있는 보편적인 디자인이 이루어져야 한다.

 

*Best

소비자에게 최고의 퀄리티를 제공해야 한다.

 

*Speedy

위즈위드의 디자인은 사용자의 편의를 위해 최적화 된 디자인을 제공하여 체감속도를 줄이도록 해야 한다.

 

*Desirable

무엇보다 고객의 눈을 사로잡을만하게 디자인하여야 한다.
보는 사람의 시각이 즐거울 때 사용성도 높아진다.

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남성 Jean은 여성의 것과 달리 타이트하게 바디라인이 노출되는 경우가 드물고

바디라인의 굴곡이 중요하지 않기 때문에 상대적으로 촬영 후 후반 보정이 수월할 수 있으나

오히려 잘 못 보일 수 있는 결점이 더 많아서 신경을 써야하는 경우도 많다.

특히 여성 Jean은 대부분의 여성 모델의 다리 길이가 남성보다 길 뿐만아니라

하이힐을 착용하기 때문에 발목 하단에 굵은 주름이 잡혀 실루엣을 망치는 경우는 드물다.

하지만 남성 Jean은 스키니진을 제외하고는 모델의 키/제품의 길이에 따라 전체 fit과 실루엣의 차이가

더 크기 때문에 특히 발목에 생기는 큰 주름을 잡아야 한다.

이는 후반 보정으론 많은 시간이 소요되므로 촬영 시 스타일링에 조금만 신경쓰면

후반 작업시간을 많이 단축시킬 수 있다.

또한 상품 나열 page의 경우 각 상품의 main image가 노출 되는데 전체적인 밸런스가 맞지 않는 Image들은

-특정 상품의 비율, 배경 색 등-

맞춰 줄 필요가 있다.

그렇지 않으면 그 상품만 fit이 나빠 보일 수 있다.

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10 Principles For Readable Web Typography

by Matt Cronin

 

Readability is one of the more important aspects of Web design usability. Readable text affects how users process the information in the content. Poor readability scares readers away from the content. On the other hand, done correctly, readability allows users to efficiently read and take in the information in the text. You want users to be able to read your content and absorb it easily.

In this post, we’ll explain some Web typography terms and how they play into readability; we’ll present numerous tips to help improve the readability of your content; and we’ll showcase very readable websites, layouts and articles.

You may also be interested in the following related posts:

The Terms, And What Each Means For Readability

There are many factors that play into the readability of text. There are also a number of terms, all very important. Here are a few of the more common Web typography terms and an explanation of how each term affects readability.

Hierarchy
Every typographic layout needs the essential element of hierarchy. Hierarchy defines how to read through content. It shows the user were to start reading and where to read through. It differentiates headers from body text. Although colors of text boxes can be used to contrast headers and body text, hierarchy refers to the difference in size between these elements. Hierarchy plays a huge part in how scannable a layout is. It is an important technique that needs to be mastered to achieve readable Web typography.

Ux in 10 Principles For Readable Web Typography
UXBooth uses a very clean hierarchy to achieve readable Web typography.

Contrast
Contrast is the core factor in whether or not text is easy to read. Good contrasts will make text easy on the eyes, easy to scan quickly, and overall more readable. On the other hand, poor contrast will force the user to squint and make reading the body text almost painful, not to mention a lot slower.

As shown in the following illustration, black on white is very readable. Black on white is obviously the standard contrast colors, and to achieve readable content it is good to stay in the range of black-on-white contrast.

Type Example A in 10 Principles For Readable Web Typography

This one, however, pink on blue, is nearly impossible to read. This example my be a little extreme, but it shows how such an awful contrast can have a major impact on the text. You probably won’t see websites using such poor contrast, but it still shows why you need to be very smart about it.

Type Example B in 10 Principles For Readable Web Typography

Line Height
Line height is a very common term meaning the space between individual lines of text. Line height is another factor in the readability of body text and even headers. Sufficient line height is especially important in Web design because it makes the text ultimately more scannable. Line height that is too short will cause users to squint while reading. If it is too large, the text will seem like separate bodies instead of grouped together as one.

Letter Spacing
Like line height, letter spacing affects readability in Web typography. Letter spacing is, as the name suggests, the space between each letter in words. In print layout, negative letter spacing is a common technique to add a more fun feel to the layout, but it should never be used in body text. In any text, letter spacing is an obvious factor in legibility.

Line Length
Line length is often overlooked in Web typography but should not be. Line length is, of course, the number of words per line. A good line length is one that allows the reader’s eyes to flow from the end of one line to the beginning of the next very easily and naturally.

The Keys to Readable Typography

Achieving readability is relatively easy; all it takes is to follow a few key practices. A readable Web page can go a long way with your users, and readability has a huge impact on their experience. Designing for the Web is all about making the user’s experience as pleasant as possible. Here are 9 tips that will help you work towards readability.

1. User-Friendly Headers
Headers are a key element in typography, Web and print alike. As mentioned, they are part of the text hierarchy and a major factor in scannable content.

First off, header size is just as important as the size of the body text. Going too big with the header with a large amount of content can throw the user off balance when reading and cause them to lose their spot. It will ultimately ruin the flow of the content and be a distraction. Headers that are too small will ruin the hierarchy of the article, too. If the header is too small, it will not draw the user’s attention as it should.

Next, it is important to provide ample space between the header and body text.

2. Scannable Text
I have already mentioned “scannable” text many times, and you have surely heard it elsewhere. Scannable text goes hand in hand with readable text. Making copy scannable consists of good use of headers, hierarchy and focus points to guide the user through the content.

So, what makes copy scannable? Well, there are many factors, most of which have already been mentioned.Header size and position, body text size, text line height, text contrast and the way focus points are differentiated all impact how scannable copy is.

Focus points are certain elements or objects within the layout that attract, or are supposed to attract, the user’s attention. This could be a header, a graphical element, a button, etc.

3. White Space
In content-heavy layouts, spacing contributes to the readability of content. White space helps to offset large amounts of text and helps the user’s eyes flow through the text. It also provides separation between elements in the layout, including graphics and text.

In the example below, white space and only white space is used to separate text elements. The layout is very clean and efficient. The user’s eyes flow from text element to text element with ease, because of the large amounts of white space.

Vitor in 10 Principles For Readable Web Typography

4. Consistency
Consistency is often regarded as an important technique for usability, but it also applies to readability. Consistency in the hierarchy is important to a user-friendly layout. This means that all headers of the same importance in the hierarchy should be the same size, color and font. For example, all <h1> headers in an article should look identical. Why? This consistency provides users with a familiar focus point when they are scanning, and it helps to organize the content.

5. Density of Text
Density of text refers to the amount of words you place in one area. Density of content has a major impact on your content’s readability. Density is affected by spacing options such as line height, letter spacing and text size. If you find a balance between all of these so that the content is neither too compact nor too widely spaced, you will have perfect density that is both readable and scannable.

6. Emphasis of Important Elements
Another key factor is emphasis of certain elements within the body content. This includes highlighting links, bolding important text and showing quotes. As mentioned, focus points are essential in Web typography. By emphasizing these objects, you provide focus points for the user. These points and objects help break up monotonous text.

Scannable text is extremely important. By providing these focus points,, you make the body text extremely scannable. Bolding key lines of text immediately attracts the user’s eye and is therefore a very important element in presenting important information.

Pictured below is an article from UXBooth. This article uses bolding and italics to point out important information in the article. This is a very readable article and very easy article to scan for information.

Ux in 10 Principles For Readable Web Typography

7. Organization of Information
Believe it or not, the way you organize information in an article can strengthen readability. Users are guided with ease through content that is properly organized because information is easier to find. This veers into issues beyond the scope of this article but is still very important.

8. Clean Graphical Implementation
Every text body needs some sort of visual support, be it an image, icon, graph or illustration. Placing the graphic in the article can be challenging. Sufficient space is needed between the graphic and text.

If the graphical element is an image, then a clean border is a good idea for providing a clean separation from the text. Borders can help guide the user’s eyes and are good for adding style to content. It is important, however, to keep borders in content simple. They should have a subtle color palette and shouldn’t be too large.

In the case of graphical elements such as icons and illustrations, space is the only separator that should be used. The content should move cleanly around the graphic without disrupting the text.

9. Use of Separators
Separators are a simple and easy way to divide text into sections in a clean and organized manner. They can be used to divide hierarchy elements, such as headers and body text. They can also be used to divide content into sections.

The simplest form of divider is a single line. These are most often used to divide hierarchy elements and are very useful for making subtle divisions that still play a big role in readability.

Another common way to divide content is to use boxes. Text boxes are excellent for separating unrelated content on a single page. They help move the user’s eyes through a complex layout. Below is an example of this on Pixelmator’s website. It uses boxes to separate content in a clean way. Notice how the boxes are defined by their background instead of a border.

Pixelmator2 in 10 Principles For Readable Web Typography

10. Good Margins
You hear people say that you should use white space, but why? White space actually helps draw the user’s eye to the text. The blank area (white space) forces the eye to focus on the text. So white space will influence the flow and readability of content. Margins are one of the best white space elements and support text elements well. Margins on either side will force the user’s eye to focus inward on the core content of the article.

Margins also support the article in another way. They help separate content from the rest of the design and layout. Text shouldn’t bleed into other layout elements, especially if it is a long article. Margins help define the article and its separation.

In the grid-based layout below, margins and only margins are used to set apart bodies of text. The result is a clean, clear and concise page.

Devia in 10 Principles For Readable Web Typography

Effects To Give Typography Some Flair

For the most part, text is text, simply words on a plain single-colored background. Not too complex, but it works. Occasionally, though, the text layout will need some styling and decoration. This may be a header or typography used in the overall design of the website (as opposed to the article content). No matter what the form, it is important to always stay within the limits of readability. Yes, it is essential to be creative and use decorative styling, but the typography must be legible or else it becomes almost useless.

Fancy Text
One good way to style typography is to use a fancy or unique font within the layout along with standard fonts. It is important to use simple and standard fonts for body text, but using fancy fonts elsewhere is an easy way to mix it up and add a little more to the theme. Using a single font throughout the entire website gets boring and, although readable, shouldn’t be done.

Letterpress
Another very common form of Web typography styling is letterpress. The example below uses a letterpress technique to add depth and embellish the layout. It looks very nice and flows cleanly, and the text is still completely readable.

Deaxon in 10 Principles For Readable Web Typography

Style the Background
Adding a nice background can be just as effective as styling text. By decorating the text body background, you are styling the text. Styling the background can be visually beautiful but can also reduce legibility. This is potentially a big problem but easily avoidable.

Keep the Contrast
First and foremost, it important to keep contrast within a readable range. For the background, use colors that are much subtler and duller than those of the text. This will allow the user’s eye to focus on the text and not be distracted by the background.

Textures Work Nicely
The best road to take with the background is to use a nice texture, which won’t detract from the typography.

Here is a dark website with a good typographic style. The typography has a decorative background, but the contrast still works nicely. The text itself has no styling, but the background makes up for it.

Edit in 10 Principles For Readable Web Typography

This is another great texture that supports the typography. The background texture resembles a canvas, and the typography takes on the form of a watercolor.

Josh in 10 Principles For Readable Web Typography

Link Styling
Within long text, links are one more type of focus point, and you should find a way to make them pop. In sum, the best way to do this is to use underlining, a different color than the body text, italics and a different font. You can combine these to great effect or just use one. The example below underlines and uses a different color for links.

Foodfeed in 10 Principles For Readable Web Typography

Showcase of Help Elements

Help elements are integrated in many websites, and you often don’t notice them. Here are a few examples of usable help elements.

Blog Articles
Readability is important in blog articles especially. Here are a few excellent examples.

PSD.TUTSPLUS
PSD.TUTSPLUS and every Envato blog have very readable content. This particular example showcases a good use of headers in a well-structured hierarchy.

Psdtuts in 10 Principles For Readable Web Typography

AppStorm
This website uses very good colors and header sizes to show hierarchy, and the articles flow very smoothly. Also note the significant amount of spacing above each sub-header.

Macstorm in 10 Principles For Readable Web Typography

Macalicious
This article makes good use of alternating colors in its headers. The body text is also very readable and has a legible contrast.

Macalicious in 10 Principles For Readable Web Typography

Tutorial9
Pay attention to how this article on Tutorial9 provides a good amount of spacing and a nice border around images. The text flows, and the image doesn’t detract from the text.

T9 in 10 Principles For Readable Web Typography

Fuel Your Creativity
Articles on Fuel Your Creativity have very smart spacing between the headers and sub-headers. The white space supports the text.

Fyc in 10 Principles For Readable Web Typography

Good Graphics Use
The following examples show how to make graphic elements support the readability of the content.

Apple
Apple’s core content plays very nicely with the visual layout. All images blend into the background of the website. This allows for a visually pleasing layout that flows smoothly and looks awesome.

Apple in 10 Principles For Readable Web Typography

Pixelmator
The layout of this page is perfectly spaced. The text moves around the image.

Pixelmator in 10 Principles For Readable Web Typography

Checkout App
This beautiful and minimalist website uses detailed icons to support the titles and information. The icons improve the scannability of the content.

Checkout in 10 Principles For Readable Web Typography

Highrise
A readable and scannable layout that packs a large amount of information into a clean layout. They also use large icons as focus points.

Highrise in 10 Principles For Readable Web Typography

Mint
This is an all-around beautiful website. It uses a significant amount of white space, dashed divider lines and large visuals.

Mint in 10 Principles For Readable Web Typography

Kupferwerk
Nice images between paragraphs and good borders around images.

Launchpad in 10 Principles For Readable Web Typography

Web Designer Wall
A well-spaced image layout, with a slight but noticeable border and ample padding, which looks great.

Wdw in 10 Principles For Readable Web Typography

Well-Styled Typography

The following examples show creative uses of typography.

IAAH
Fancy header text and a good background highlight the body here.

Iaah in 10 Principles For Readable Web Typography

OakesDesign
Good contrast of typography and color makes for a striking website.

Oakes in 10 Principles For Readable Web Typography

The Cosmic Machine
An example of letterpress that fits the style of the website.

Cosmicmachine in 10 Principles For Readable Web Typography

Web Designer Wall Job Board
This text is well styled. The sketched style works nicely with the rest of the website and is still completely readable, because the sketching texture is used only for text and does not disrupt it.

Wdw2 in 10 Principles For Readable Web Typography

Bern
This is a good example of typography used cleanly in a grunge layout. You may notice that the letterpress style is also used here.

Bern in 10 Principles For Readable Web Typography

Digimurai
Here is an example of styled typography with a good hierarchical structure beyond the article.

Digitalsamurai in 10 Principles For Readable Web Typography

Product Planner
This header has a clean gradient that contrasts well with the dark background.

Productplanner in 10 Principles For Readable Web Typography

Paramore Redd
More simple but beautiful text effects.

Paramoreredd in 10 Principles For Readable Web Typography

Tao Effect
A beautiful and scannable layout, with icons and different text styles to break up the article.

Tao in 10 Principles For Readable Web Typography

Take the Walk
Readable but strongly textured text.

Takethewalk in 10 Principles For Readable Web Typography

Flash Gaming Summit
Good coloring and a perfect hierarchy.

Fgs in 10 Principles For Readable Web Typography

Brynn Sheperd
A header hierarchy similar to what you would find in a print layout, but it flows seamlessly here.

Brynnsheperd in 10 Principles For Readable Web Typography

Northtemple
Using images for text is another excellent technique.

Northtemple in 10 Principles For Readable Web Typography

Miles Dowsett
Extremely beautiful typography, with a nice background, a good color pallet and plenty of focus points.

Miles in 10 Principles For Readable Web Typography

Design Loom
Good frilly typography that flows with the illustration.

Designloom in 10 Principles For Readable Web Typography

Powerset
Another example of letterpress style.

Powerset in 10 Principles For Readable Web Typography

Matt Dempsey
Amazing typography with a painted background.

Mattdempsey in 10 Principles For Readable Web Typography

Carbonica
A sketched style that works with the rest of the website.

Carbonica in 10 Principles For Readable Web Typography

Gary Nock
One last example of hand-drawn text, this time on a paper background.

Garynock in 10 Principles For Readable Web Typography

Related Posts

You may also be interested in the following related posts:

(al)

원문 : http://www.smashingmagazine.com/2009/03/18/10-principles-for-readable-web-typography/

 

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1. Long, Fun but Short, Simple

둘러보기는 최대한 길고 재미있게, 그러나 구매하기는 짧고 간단하게 만들어야 한다.

 

2. Downsizing eMarketing Spots

현재 넘치도록 나열되어있는 e-Spot을 7~9개의 그룹으로 재편하여 구성한다.

 

3. Flyer vs. Magazine vs. Book (high concept)

위즈위드를 책으로 비유하자면 무작정 상품을 나열하는 전단지가 아니며 일목요연하게 정리되어있는 지루한 책도 아닌, 우리의 의도에 따라 편집하여 보여주는 잡지이다.

 

4. Web standard

인터넷 익스플로러 이외의 다양한 플랫폼에서 호환될 수 있도록 웹표준을 준수하여야 한다.

 

5. Speed is Everything

쇼핑몰에서 가장 중요한 것은 속도이며, 특히 첫 로딩 시 걸리는 시간, 구매를 할 때 걸리는 시간, 이 두가지 큰 장벽을 해결해야 한다.

 

6. Visual & Style Guide by HQ

전체적인 디자인의 통일성을 가져가기 위해 디자인 가이드를 중앙에서 관리하여야 한다.

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Universal Grid

Grid Variation

Baseline

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