Increase user engagement.
For example, very dark gray text on a near-white background.
Think of reading a newspaper or magazine - narrow columns means short lines of text, which makes it easier for your audience to digest.
The goal of subheadings is to pass on key points of content, since 79% of people don’t read online, they skim.
Create lists by using bullet points, breaking apart large amounts of text into pieces that are easier to understand.
For example, having a list like IBM Lenovo T61, Intel Core2Duo 2Ghz, 1.5 GB DDR2, 80GB 5400rpm, cd-rw/dvd combo, 14? WXGA+ (1440×900), 2 kg, $299.00 makes it nearly impossible for the reader to get the information quickly and easily. This would be presented more efficiently in bullet points.
People typically absorb the information in visuals much faster than text.
Shorter sentences are easier to read, while variation helps to maintain a reader’s engagement. For example, the sentence, A career that is spent primarily in the back office for troubleshooting for the benefit of the department can be detrimental to your advancement is complicated to read, and should be broken up into shorter sentences.
Smaller blocks of text are easier for your audience to digest, and are less intimidating than a big wall of text.