Why we set everything too large

Every project starts small on a laptop and ends up on a wall. Large type is a way to test the idea early. If the words cannot carry the page at 300 pixels, they will not carry it at 30.

Size is an editor

When a headline is huge you notice every extra word. We cut, then cut again, until the line says one thing.

Where it stops

Body text stays at a comfortable reading size. The trick is a big gap between the two, not a big everything.