Type is Interface
Typography must carry the structural load of the page.
The majority of web design is typesetting. When you strip away the gradients and illustrations, your typography must carry the structural load of the page.
Scale Contrast
Using H1s that are only slightly larger than H2s creates a flat hierarchy. The jump from body copy to display headings should be violent and explicit. We recommend a modular scale of at least 1.414 (Augmented Fourth) or higher for display purposes.
Detailed Breakdown
| Concept | Traditional Approach (Fluff) | Structural Approach |
|---|---|---|
| Visuals | Abstract 3D illustrations | Concrete screenshots & data tables |
| Copywriting | "Unlock your potential" | "Reduce DB queries by 40%" |
| Layout | Centered, single column | Asymmetrical, multi-column bento |
Frequently Asked Questions
Q: Isn't this approach too rigid?
A: Rigidity in structure allows for freedom in content. When the layout rules are clear and stark, the user's eye naturally gravitates toward the words and the data, which is the actual point of the page.
Q: What about brand personality?
A: Brand personality comes through voice, tone, typography, and raw functionality. Hiding behind pastel colors and blobs is a lack of personality.