Define the roles

A heading attracts attention, body text explains and a caption adds context. Size, weight and spacing can distinguish these roles. There is no need to invent a new treatment for every piece of text.

Use real content

A short sample heading does not reveal how a long service name will behave. Check the required alphabets, numbers, punctuation and line breaks. For cards, define sensible text lengths and behaviour at narrow widths in advance.

Give the content room

If every word demands attention, the hierarchy disappears. Calm body text makes occasional emphasis more effective. Consistency matters especially in a blog, where the length and structure of articles keep changing.

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