Consistency: Similar to most design issues, the typography must remain consistent: "Consistency gives polish to a site and encourages visitors to stay by creating an expectation about the structure of a text" (Lynch and Horton 93). Inconsistent formatting not only looks sloppy but also confuses readers. For instance, text attributes such as the font face, size, and paragraph spacing need to be used consistently throughout the site.

In summary, legibility, emphasis, and consistency clarify the message's visual presentation and its content. Providing clear and understandable information for users should be the overall purpose of any web site.

8.8 Density

If every page is dense with text, readers will see an uninviting wall of gray that lacks visual organization. Legibility is increased when there are regular, repeating patterns established through the careful organization of text and graphics.