Alongside icons and pictograms, letters are the most fundamental form of visual content. For brands, typography serves as a powerful tool for differentiation, with type design being a specialized craft that shapes the character of every arc, stroke and angle. Explore how the pharma industry approaches typography.
Custom fonts are common, yet 24% of the text on top global pharma websites still utilizes standard, non-customized fonts.
Custom font
76%
Standard font
24%
No frills: 83% of the text on leading pharma websites uses sans serif fonts for headlines and body copy.
Headline type sizes vary significantly, leading to the rather diverse overall appearance of pharma websites.
Headline 1
42px
Headline 2
28px
Headline 3
18px
Copy
16px
14.4px
0px
20px
40px
60px
80px
100px
H1
H2
H3
Copy
Button