Large, then stop

A headline can be large. It cannot be large and crowded. The page in front of you is a sequence. One story is allowed to be the biggest thing. The others wait.

Type that does not know when to stop keeps raising its voice. The reader stops listening before the end of the line.

The quiet line

Stop adding modules when the paragraph can no longer find a quiet line to sit on. A margin is not wasted space. It is how a sentence stays a sentence.

Measure the column before you measure the hero. If the paragraph is hard to finish, the type is asking for less, not more.

One size of emphasis

Use the large size once. The second large thing cancels the first. A publication can afford a shout. It cannot afford a room full of them.

When the heading sits down, the body can stand up. That order is the whole layout.