When looking at a website or app on your phone, what remains from your branding except colors and images – it’s mostly text. For the mobile view of a website there is not much room left for a special layout. And for an app the UX conventions are mostly predetermined by the given platform like iOS or Android (which they should be). So the choice of a font is your chance to stand out.
Remember: There are two main things a solid typeface selection can provide:
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It always seems to hit us at the most awkward possible time, often right when we’re in the middle of something. We must be willing to surrender to inspiration when it comes calling. That might mean dropping what we’re doing and changing plans at the last minute.
If the costs associated with interacting with a design outweigh the benefits, the design is poor. If the benefits outweigh the costs, the design is good.
For example: How long is too long for a person to wait for a web-page to load? The answer to this question is that it depends on the benefit of the interaction.
Constrains, as methods of limiting the actions that can be performed on a system, simplify usability and minimize errors. For example, dimming or hiding options that are not available at a particular time effectively constrains the options that can be selected.
Proper application of constraints in this fashion makes designs easier to use and dramatically reduces the probability of error during interaction. Simply put; constrains simplify usability and minimize errors!
“Affordance” was originally a psychology term used to define the possible actions between a person or animal and the world. Our colleague Donald A. Norman applied the term to the user-experience world in his classic book The Design of Everyday Things. Basically, in design an “affordance” is whatever can be done to an object.