Guidelines

Establish a clear hierarchy with type

Using an appropriate heading structure isn't just good for SEO; it's vital to the flow of your site.

Proper type hierarchy examples from Acid League & Pulp Pantry

The examples above show two different design styles—minimal & casual—and how each uses type hierarchy to help visitors scan their content efficiently.

Acid League scales up their paragraph font and uses all-caps to make their headings stand out. It's straightforward and minimal, creating a modern look that flows nicely.

Pulp Pantry takes a different approach to achieve a more friendly look. Using a vintage typeface for section headings sets the tone for the use of Futura in body content. Notice that they also use two different sizes for paragraph text—larger under section headings and smaller under product headings—to establish a nested hierarchy for better scannability.