Too wide – if a line of text is too long, the user’s eye will have a hard time focusing on the text. The best way to achieve an optimal character count per line is by putting constraints around how many columns your text block spans. The ideal line length for body copy is considered to be 50-75 characters per line with the inclusion of spaces. Primary copy highest importance level of content. Tertiary headline tops of content buckets. Secondary headlines, tops of content compartments. Primary headlines, tops of category pages. Text within it should only wrap to a maximum of 2 lines.

Terminate headlines with a period if they are complete sentences, but not if they are short fragments.

Use headings consistently to create a clear hierarchy.

Helvetica Neue LT Std 65 Medium (css: font-weight: 700 ).

Helvetica Neue LT Std 55 Roman (css: font-weight: 500 ).

Helvetica Neue LT Std 45 Light (css: font-weight: 400 ).

Helvetica Neue LT Std 35 Thin (css: font-weight: 300 ).

Easier to explain the format to designer and developers.

Point size plus 8 equals your line height.

To create consistent leading the line height is set to double the value of the baseline. As we scale things responsively text values remain the same throughout. Take your heading point size divide it by 1.414 and round to the nearest whole number for mobile.īody, Links: A base size of 16px is set for body copy. Headings scale down to an augmented fourth. Headlines: A base size of 28px is set for headings. Users and content will differentiate between experiences so a global ratios construct scale. Modular scaling was used to create type size in a more meaningful way. Scale creates consistency in sizing across elements. Smaller sizes make use of heavier weights and larger sizes use lighter weights. It’s intentionally applied to specific sizes to enhance readability and legibility across devices and platforms. Weight is used to create proportional contrast throughout the various sizes of typography. Primary content uses large/body with varying headline and subtitle size and secondary content uses small/body. Typography uses weight and size to create hierarchy. It clearly communicates a change from one level of content to another. Hierarchy signifies importance by structuring something to be more or less obvious.

It’s designed with precision and it commands respect, however, It is a friendly, sophisticated, and neutral typeface which never detracts from content. TDS’ primary typeface is Helvetica Neue, a robust typeface with legible numbers that renders well at all sizes.

Helvetica neue lt std 65 medium font