Choosing and using type.
WHAT TO CHOOSE FEW OF
Typefaces. Two is usually enough.
WHY
More produces visual noise and looks amateur.
WHAT A SENSIBLE PAIRING IS
One for headings, one for body text, clearly different from each other.
WHAT MAKES BODY TEXT READABLE
Sufficient size Comfortable line spacing Line lengths that are not too long Adequate contrast
WHAT LINE LENGTH SUITS READING
Roughly sixty to seventy-five characters.
WHY
Longer lines make the eye lose its place returning.
WHAT LINE SPACING SUITS
Noticeably more than the text size.
WHAT KERNING IS
Spacing between individual letters.
WHERE IT MATTERS
Large headings and logos, where uneven spacing is visible.
WHAT TO AVOID
Text in all capitals for anything long, which is slower to read Centred text in long passages Justified text producing rivers of white space Light weights at small sizes Type over busy images without a backing
WHAT LICENSING REQUIRES
Checking that a typeface may be used commercially, embedded, or on a website.
WHY
Fonts are software, licensed, and misuse produces claims.
WHAT TO USE SAFELY
Open licensed families, which are extensive and free.
WHAT TO DOCUMENT
Which typefaces your brand uses, and where they came from.
