<p>Show a non-designer two versions of a page — same layout, different type — and they'll always prefer the one with better typography, even if they can't say why. That's how much of the work it carries.</p><h2>A scale, not a guess</h2><p>Sizes should relate to each other. Choose a ratio, build a scale, and use it everywhere. Suddenly headings, body, and captions feel like they belong to the same family — because they do.</p><h3>A scale to steal</h3><ul><li><strong>Body</strong> — 16–19px, line-height 1.6–1.8.</li><li><strong>Lead</strong> — 1.25× body for intros.</li><li><strong>H3</strong> — ~1.6×, <strong>H2</strong> — ~2.25×, <strong>H1</strong> — display.</li></ul><h2>Two faces, many weights</h2><p>You rarely need more than a display face and a workhorse. The variety comes from weight, size, and spacing, not from a zoo of fonts.</p><blockquote><p>When in doubt, increase the line-height and the margins. It almost always helps.</p></blockquote>