- If your font colour is more thant #333 on white, you're being cruel, especially to those who suffer astigmatism.
- Make sure the font colour contrasts the background for prose.
- Except from "fi" and "ffi", avoid ligatures in Latin scripts. They were useful when fonts were forged in metal and typesetting was manual labour. Dots may connect to serifs, but those "st"s and the ilk hurt my eyes.
- Do not use huge fonts. That's illegible on plebeian displays.
- Do not use very narrow or very light serifs for long texts. Looks cool with titles, brand names and logos, but they are really hard on eyes with anything longer than a short sentence.
- Account for when the user disables your fonts. Use defaults for things that are not needed to be stylised for your brand / website identity (i.e. any prose).
- Avoid stuff that obscures the text on your page (dickbars, links to top, etc).
- Repeating this, but can't repeat enough: make sure you understand the difference between brand identity and prose. If you style your prose too much, it'll become hard to read.
- Honour conventions (i.e. links have underlines, use hyphens and en- and em- dashes correctly, etc.)
- Use the space economically, and try to hit a balance between making things stick out, and making things miles apart. IDK how it is right now, but the Deck network's website was one of the best product websites around. Another good example is https://www.mcsweeneys.net/.
Many of theese the user may overcome by using the likes of reading mode in Firefox (that's a life saver), but why would you want the user to just skip away all that styling you worked on for maybe weeks? Just respect how the eyes work when you're putting together a webpage.