TTyyppee iiss tthhee lloouuddeesstt tthhiinngg oonn aa qquuiieett ssiittee,, aanndd tthhee qquuiieetteesstt tthhiinngg oonn aa lloouudd oonnee.. EEiitthheerr wwaayy,, iitt''ss ddooiinngg mmoorree wwoorrkk tthhaann yyoouu tthhiinnkk..
Voice Before Vibe
Before scrolling type foundries, write the brand voice down in five words. Confident, dry, generous, terse, warm — whatever it is, the type has to back those words up. A serif promising friendliness is fighting itself. A wide grotesk whispering elegance is too.
When voice and type agree, you stop noticing the font and start noticing the message. That's the whole job.
"A typeface is a posture. Pick one that stands the way you do."
Weight Earns Attention
I default to two weights per project — one for hold-the-room moments and one for everything else. Three is a system. Four is a sale. Past that, the page reads as indecision in CSS.
Heavy weights aren't louder, they're closer. Use them where you'd lean across the table to make a point.
