Typography Is the Voice of Your Site

You can build a great site with one font and no images. You cannot build a great site with bad typography.

Scale First

Before you pick a typeface, establish a type scale. A ratio of 1.25 or 1.333 gives you harmonious sizes from caption to display. Commit to it.

Pairs That Work

Serif display with sans body is the classic move for good reason — it creates hierarchy through contrast without chaos. Alternatively, a well-chosen single family with enough weight variety can carry an entire site.

Line Length and Leading

Keep body text between 60 and 75 characters per line. Set line-height at 1.6–1.75 for body copy. These two rules alone fix 80% of readability problems.

Respect the Reading Experience

Don't make people work. Sufficient contrast, unhurried rhythm, clear hierarchy. Typography is infrastructure — when it's working, nobody notices.