Words are communication. What do they say? The meaning should
come before the look of the type is considered.
Remember: The primary task of graphic design is to create a
strong, consistent visual hierarchy, where important elements
are emphasized, and content is organized logically and predictably.
Therefore, choose typographic styles and sizes that are appropriate
to the meaning and will serve the text's relative importance
in the hierarchy.
From the top down: places in the hierarchy
Headlines: Stop 'em and grab 'em, fast. Headlines work
best when they're both visually and verbally interesting. The
largest type on the page, heads should always stand out from
subheads and body copy., although they don't have to be located
at the top.
Subheads: Hook'em into reading more, by expanding and
explaining the basic idea of the headline. Distinguish from
heads and copy.
Body text: Make sure it's both legible and inviting.
Captions: Connect readers to pictures and story. Often
a bit larger than body text. Be consistent.
Pullquotes and other breakouts: Add interest. Be creative.
Design with these relative positions in mind, exploiting
all the variations used for emphasis and