Every element of design – typography, colours, images, shapes and patterns etc, carries a visual weight. Some elements are heavy and draw the eye, while other elements are lighter. Typography is one of the heavier elements that can be manipulated to evoke different moods and feelings in web users, particularly when type is distorted in some way. For instance, users are likely to be drawn towards squeezed, arched or warped text as compared to ordinary text. The implication is that, as a designer, you might be drawn to using cool text effects on some of your site’s elements such as headlines in order make your site unique, while in other cases, you might be interested in directing user attention to some parts of the site. The conventional way to achieve…