When you take away the images and other media, most of what determines the look and feel of a website is typography. In 2009, Smashing Magazine conducted a survey of text-heavy sites (like newspapers and magazines) and provided a guide to the common typographic practices in web design at that time. The editors have just updated the survey and published their 2013 report. Some trends to note include: broad adoption of web fonts, an increase in the use of serif styles for body text, and an increase in the sizes of body text.