Pattern #89: Consistent System Fonts

Pattern Author: Stuart Clarke-Frisby - Director of Design at - Inspired by

Experimental Pattern

Based on imagination. But just how long until someone tests it? :)

Consistent System Fonts
  1. System Fonts Load Time

    This pattern suggests to use a consistent modern system font instead of a mix of embedded fonts. The potential benefits of this include: greater legibility and faster load times. (Also read: Implementing system fonts on — A lesson learned.)

Median Effects



Ex: Any Action / Visit



Ex: Signups, Leads



Ex: Transactions, Upsells






Ex: Return Visits



Ex: Social Shares

For each pattern, we measure three key data points derived from related tests:

REPEATABILITY - this is a measure of how often a given pattern has generated a positive or negative effect. The higher this number, the more likely the pattern will continue to repeat.

SHALLOW MEDIAN - this is a median effect measured with low intent actions such as initiating the first step of a lengthier process

DEEP MEDIAN - this is derived from the highest intent metrics that we have for a given test such as fully completed signups or sales.