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Nathan Ford is a Texas-born designer/developer happily working at Mark Boulton Design in Penarth, Wales. His free time is consumed creating things – some you may have used before, including tools like Fount, MIN, and Unify. You can read more of his work at Art=Work.
Any application of typography can be divided into two arenas: micro and macro. Understanding the difference between the two is especially useful when crafting a reading experience, because it allows the designer to know when to focus on legibility and when to focus on readability.
This article focuses mostly on a few simple macrotypographic techniques—with a dash of micro—and on how to combine them all to build a more harmonious, adaptable and, most importantly, readable Web page. First, some definitions. Microtypography has to do with the details; setting the right glyph, getting the appropriate kerning and tracking, and making stylistic choices such as when to use small-caps.
Price influences behavior. In order to craft an excellent user experience, the price — and how your users interact with that price — must be central to the development of the product, especially applications. No user will welcome an application if the cost is prohibitive. This makes price every bit as important as design, information architecture and wireframing, and it goes deeper than just getting people to click “Buy.” By focusing on users in setting and maintaining a price, you will increase revenue, lower overhead and, most importantly, significantly improve the user’s (read customer’s) experience.
For just about a year now, between designing and developing client’s websites, I have been running a little app that I created with co-workers. In that time, we have launched, added features, raised the price, added more features and just now begun the early stages of marketing the product. So far, we have done all of this without borrowing a cent, and we have managed to at least cover our costs, if not generate some modest profit. I have no doubt that this success comes from our choices of model and price point.
This article is not about “How to price your app.” There are plenty of good resourcesfor learninghow to find the right number. Pricing for use is a framework for continually adjusting your price, when needed, to suit your profit goals and the experience of your users.