Base Type rules

  • Serif is subjectively considered easier to read (and more trusted), whereas sans-serif is considered more modern.
  • In general, the recommendation is to have a font-size of 16px, which translates into 12pt on a printed document.
  • Line height 1.2-1.5 – for short paragraph 1.2, 1.5 for long story.
  • Characters per line 55-75  Tame the flow
  • mobile phone, tablet, and desktop – different font sizes (mobile, tablet – characters per line – 35-50, line height – 2)
  • Use contrast – Pick one that has lots of weights, Four at least.
  • Think in blocks: Type is a beautiful group of letters, not a group of beautiful letters.
  • Type is not an exact science. It is aligned when it feels aligned.
  • Contrast
  • Headlines 2x – In doubt, skip a weight.
  • Don’t underline non-links
  • drop capital increases readership
  • Have the first paragraph’s text size be even bigger or less char on the line
  • Have good subheadings (<h2> and <h3>) in your content. Making them eye-catching helps the user segue into your content
  • Make your content scannable
  • Use bold and italics (but never underlines)
  • Use lists
  • Use <blockquotes> to highlight
  • Keep to shorter paragraphs – it makes the user feel like they are reading it faster
  • Do not use jargon – that limits your potential audience greatly
  • Be concise – you’re not writing a novel
  • Use images – people retain more information visually. To maximize shares, use animated or hand-drawn images.
  • Quotes can also be useful – people love sharing quotes
  • Make it easy to share – if it was interesting and a pleasure to read, they’ll want to share it


Google Play Books – Literata, Material Design – Roboto (The basic set of styles) / Noto (asian) / Amazon – Bookerly / Apple -Apple Garamond – Helvetica Black(headers)- Myriad-Myriad Set Pro(from-2001)- soft – Mac OS X Lucida Grande – IPhone – Helvetica, Helvetica Nue (retina) – Apple Watch – San Francisco

Serif fonts can be broadly classified into one of four subgroups: old style, transitional, Didone and slab serif.

A font is what you use, a typeface is what you see.

What Is Typography?, Matthew Butyric
Why Does Typography Matter?, Matthew Butterick
Elements of Typographic Style, Robert Bringhurst
Understanding the Difference Between Type and Lettering, Joseph Alessio
5 minutes Guide to better typography

Leave a Reply