Fluid Web Typography

Chapter 4. Scale & Rhythm

We think that typography is black and white. It is the space between the blacks that really makes it. In a sense, it’s like music—it’s not the notes, it’s the space you put between the notes that makes the music.

—Massimo Vignelli Helvetica

Spacing and alignment control how the text is comprehended through space and time. Learn to control the tempo of your message and guide the reader from beginning to end.

The carpenter’s adage goes, “Measure twice, cut once.” Giving careful consideration to the measurements and scale you are designing for is what separates good Web typography from great Web typography. Size and space add texture and flow to your text, improving the readability and clarity of what you are trying ...