The choice of content font may seem like one of the more mundane aspects of creating a successful Shopify store.
Often overlooked, typography in general and fonts in particular have a major influence on visitors’ impressions, perceptions, expectations, navigation, accessibility and overall experience.
Fonts have evocative power that shape emotion, identity and memories. Various studies have confirmed the connection between font and user experience including one by the University of Wichita that showed font type could significantly amplify brand recognition.
