Using type

Balanced shifts in type size and weight allow us to convey a logical order and flow to blocks of text. A clear hierarchy ensures we are communicating a level of importance and highlighting the most critical information first.

Line height is the vertical space between lines of text, measured from baseline to baseline. Line height is pre-defined and built into each style.

Letter spacing is the horizontal adjustment to the space between letters in a block of text and is pre-defined for each type style. In general, we use wider letter spacing at smaller sizes and tighter letter spacing for larger type used in more expressive layouts.

The number of characters on a line of text influences a paragraph’s readability. Keeping your line length between 40–75 characters (counting both letters and spaces) ensures important information isn’t lost and the reader remains engaged (source: Baymard Institute). And always make sure line breaks snap to the grid.

When type is placed on top of color backgrounds, it's critical to provide a high level of contrast to ensure legibility. To avoid adding visual clutter and to maintain high contrast, always apply color carefully and choose from our pre-defined color pairings. For guidance on choosing and applying accessible color combinations in our color palette, see Using Color.

Layering text onto a photographic background adds depth and vitality to our messaging. It’s important to create clear contrast, balance, and harmony between foreground and background elements to avoid a poor or confusing reading experience. For more guidance on working with photos, take a look at our Photography section.