Design
Type that sits still
Most headlines shout. The ones I keep are the ones that wait.
Mira Holm
A shop sign on Drottninggatan uses one weight of a serif and nothing else. No slogan, no season, no little sparkle in the corner. You read the name, you either go in or you don't.
I used to treat type as a way to prove the work was designed. Extra weights. A second family for captions. A third for the numbers. It looked busy and I called that hierarchy.
What I cut
Last spring I set a pamphlet in a single size and let the paper do the rest. People held it longer. Not because it was clever. Because there was nowhere for the eye to hide, so they actually read the first sentence.
If the sentence is weak, more fonts will not save it.
