Clarity over decorationEvery glyph serves the reader. No embellishment for its own sake — only forms that enhance understanding and reduce cognitive load.
Consistency is invisibleWhen typography works, you don't notice it. Consistent weight, spacing, and rhythm create a seamless reading experience that fades into the background.
Proportion mattersThe relationship between sizes creates hierarchy naturally. Large doesn't need to scream when small knows its place.
Whitespace speaksThe space around letters is as important as the letters themselves. Breathing room isn't empty — it's where meaning settles.