Before: five voices at once
The claim, proof, logistics, and CTA all use similar weight and scale, so the reader has to infer the content hierarchy.
Core idea
Typography starts by assigning reading roles. Set the body and proof so they can be read, then scale the claim, detail, and action roles around that base.
- Choose roles before fonts: display for the claim, body for reading, UI type for action, and caption type for small support.
- Set the body role first. If the proof line cannot be read comfortably, a louder headline will not fix the layout.
- Control measure and leading together. Longer lines need more line-height; tight long lines turn reading into work.
- Pair one expressive display voice with one dependable workhorse instead of asking two display fonts to share the page.
Visual example
Type roles should match the campaign copy roles.
Brand workshop
Make campaign type work harder
A critique session for posters, posts, and launch graphics.
Bring one layout and leave with a cleaner type system, stronger headline role, and a calmer detail rhythm.
Book critique
Before and after
Reduce type-role collisions.
After: distinct campaign roles
The claim leads, proof supports, logistics scan as details, and the CTA uses a compact action role.
Worked example
Why the improved version works
The improved promo sets readable support copy before it pushes the headline larger. The proof line has a short measure, enough line-height, and a quieter weight, so it can be scanned instead of decoded.
The stronger move is not adding a second display font. One expressive claim voice is paired with a plain workhorse for proof, logistics, and action, so each text role has a job without creating a font fight.
Common mistakes
Watch for these patterns
Two display fonts compete for personality, so the reader notices the font choice before the message.
Long support copy keeps tight leading, making each line hard to re-enter after the eye moves back.
Weight is used to repair a weak hierarchy when the real problem is size, measure, or spacing.
Details, badges, and CTA labels all go uppercase, so small copy loses its reading shape.
Visual comparison
Which promo sets clear type roles?
One promo asks every line to sound important. The other sets readable support copy first, then lets the claim and action take distinct roles.
Select an option to see the design reasoning.
Practice completed
Next lesson
Color Systems
Give every color a job before reaching for a bigger palette.
Small exercise
Diagnose type roles
Pick the campaign layout with clearer type roles, then identify which text group needs to be demoted or merged.