Typography as Soil
If content is the plant, typography is the soil. Poor soil yields weak plants. You can have the best content in the world, but if it is set in 12px Arial with no line-height, it will die.
We rely on swiss-style for structure and humanist-type for warmth.
Key elements:
- vertical-rhythm
- measure-and-leading
- modular-scale
Without these, the reader fatigues. The nutrients of the text are lost in the friction of decoding. Reading is a physical act; the eye is a muscle. Treat it with respect.