People always say that good typography beats everything but I have yet to see anyone explain typography more than the "use serifs for this and use sans serifs for that".
* The longer the line the more space between lines
* Do not to mix font families
* Do not use fancy fonts
* You should probably give things more space around
* Use left aligned text, not justified
Of course, such rules are too simple. They have exception, implications, corollaries, and conflict with each other. Balancing this out is the art of typography.
Jason Santa Maria's new book from A Book Apart, On Web Typography, helped me as a non designer really understand good typography. I still cannot necessarily create good typography like the masters but I can now recognize it.
http://practicaltypography.com/typography-in-ten-minutes.htm...