Typography Principles

Typography is simultaneously functional and expressive — it must be readable, establish hierarchy, and convey personality. Good typography is largely invisible; the reader absorbs content without noticing the type choices. Bad typography creates friction.

The Six Core Principles

1. Hierarchy

Visual hierarchy communicates importance and guides reading order without requiring the reader to consciously decide what to read first.

Hierarchy tools:

• Size — largest = most important. The simplest and most powerful hierarchy signal.
• Weight — bold draws attention; light recedes.
• Colour — high-contrast pops; muted recedes.
• Case — UPPERCASE commands attention (use sparingly); sentence case is readable.
• Style — italic for emphasis, contrast, or quotation.
• Spacing — more space above a heading than below ties it to the content it introduces.

A clear hierarchy typically has 3–4 levels:

1. Display / Hero headline (largest, boldest)
2. Section headings (H2)
3. Sub-headings (H3)
4. Body text
5. Supporting / caption text (smallest)

More than 4 distinct levels in a single layout creates confusion.

2. Readability & Legibility

Legibility — whether individual characters can be distinguished from one another. Readability — whether text can be comfortably read at length.

Line length (measure): 45–75 characters per line is optimal for body text.

• Too short: eye jumps too frequently, creates choppy rhythm
• Too long: eye struggles to find the next line; fatigue sets in
• A practical rule: a paragraph container should be approximately ch units in CSS matching this range, e.g. max-width: 65ch

Line height (leading):

• Body text: 1.4–1.6× the font size
• Headings: 1.1–1.3× (tighter; they are read in short bursts)
• Very large display text: 1.0–1.1× or even below 1 for tight editorial effect

Letter spacing (tracking):

• Body text: 0 or very slight positive (0–0.02em)
• Uppercase labels/captions: +0.05–0.15em (uppercase needs more air to read well)
• Display/hero text: slight negative (-0.01 to -0.03em) tightens large type elegantly
• Never track body text negatively

Font size:

• Minimum body text: 16px (browser default is 16px for good reason)
• Captions/labels: 12–14px — use sparingly; never below 11px
• Mobile: same minimums; do not reduce body text on mobile

3. Type Pairing

Most designs use 2 typefaces maximum. 3 is occasionally justified; more creates noise.

Pairing strategies:

Serif + Sans-serif — the classic pairing. Serif for headings (personality), sans-serif for body (readability), or vice versa.

• Playfair Display + Inter
• Lora + Source Sans Pro
• Georgia + Helvetica

Sans-serif + Sans-serif — works when typefaces have contrasting personalities or weights.

• A humanist sans (Gill Sans, Optima) + geometric sans (Futura, Avenir)
• A display sans (Clash Display) + neutral sans (Inter, DM Sans)

Monospace + Anything — monospace reserved for code blocks only in most non-technical contexts.

Rules for pairing:

• High contrast between the two faces (serif vs sans, heavy vs light, condensed vs regular)
• Both faces should share a similar x-height for visual harmony at similar sizes
• Never pair two faces with the same personality — the pair must offer contrast

4. Typographic Scale

A modular scale creates harmonious size relationships throughout a design.

Common scale ratios:

Example scale at 1.25 (Major Third), base 16px:

xs:   10px  (0.64rem)
sm:   12px  (0.8rem)
base: 16px  (1rem)
md:   20px  (1.25rem)
lg:   25px  (1.563rem)
xl:   31px  (1.953rem)
2xl:  39px  (2.441rem)
3xl:  48px  (3.052rem)
4xl:  61px  (3.815rem)

In practice: Use a tool like typescale.com or set tokens in your design system. Apply the scale consistently — do not create arbitrary intermediate sizes.

5. Typographic Colour & Texture

At a distance, a block of body text creates a grey mass with its own texture and “colour” — even when printed in black.

Factors that affect typographic colour:

• Font weight (heavier = darker texture)
• Letter spacing (wider = lighter, airier texture)
• Line height (more leading = lighter, more open texture)
• Punctuation density
• The typeface itself (some faces have more variation between thick and thin strokes)

Design application: Vary typographic colour to create visual interest in text-heavy layouts. A pull quote in a heavier weight creates a dark spot that breaks up the grey mass of body text.

6. Emotional Tone

Every typeface has personality. The type choice signals brand values before a word is read.

Type Hierarchy in Web UI

Semantic HTML mapping

h1  → Display / page hero headline
h2  → Section headings
h3  → Sub-section headings
h4  → Card headings, list group headings
p   → Body text
small / .caption → Supporting text, metadata
label → Form labels

Practical CSS starting point

:root {
  --font-size-xs:    0.75rem;   /* 12px */
  --font-size-sm:    0.875rem;  /* 14px */
  --font-size-base:  1rem;      /* 16px */
  --font-size-lg:    1.125rem;  /* 18px */
  --font-size-xl:    1.25rem;   /* 20px */
  --font-size-2xl:   1.5rem;    /* 24px */
  --font-size-3xl:   1.875rem;  /* 30px */
  --font-size-4xl:   2.25rem;   /* 36px */
  --font-size-5xl:   3rem;      /* 48px */
  --font-size-6xl:   3.75rem;   /* 60px */

  --line-height-tight:  1.25;
  --line-height-normal: 1.5;
  --line-height-relaxed: 1.75;
}

Common Typographic Mistakes