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Readability and typography

Comfortable reading is the floor for everything else on a page. If the line is too long, the type too small, or the words too dense, no amount of clever design saves the experience. Back to the section overview.

Language and tone​

Plain language is not "dumbing down" - it reduces cognitive load so people can act on what you say. Front-load the meaning: first sentence answers the question; supporting detail follows.

Do​

Team plans include shared billing and priority support. You can add or remove
seats any time; we prorate the difference on your next invoice.

Don't​

Leveraging our synergistic enterprise-grade paradigm, stakeholders who opt into
the cohort-oriented monetization stream will experience uplift across the
value realization funnel - consult your success partner for enablement.

Do (define terms once)​

We use single sign-on (SSO) so your team logs in with your company identity
provider (for example Okta or Microsoft Entra ID). After SSO is enabled,
password login stays available as a fallback unless you disable it.

Don't (unexplained jargon)​

Enable IdP-initiated SAML SP flows on the tenant for JIT SCIM provisioning.

Microcopy basics​

Microcopy is the small text next to controls. It should say what happens next, not celebrate your brand. For a deeper reference - buttons, validation, empty states, loading, success and error pages - see Microcopy and error states.

Do​

Button: Save changes
Error: Enter an email address so we can send the receipt.
Empty state: No invoices yet. When you create one, it will appear here.

Don't​

Button: Let's go!
Error: Invalid input
Empty state: Nothing to see here

Typography and measure (CSS)​

Measure is how long a line of text runs. For Latin scripts, roughly 45--75 characters per line is a common comfortable range. Line height near 1.4--1.6 for body text improves readability on screens. Root font size at least 16px (or 1rem) for body copy respects user defaults and zoom.

Do​

:root {
    font-size: 100%; /* respect user browser defaults; 1rem ~= 16px */
}

.prose {
    max-width: 65ch; /* "ch" ~= width of "0" - line length tied to font */
    line-height: 1.55;
    font-size: 1rem;
}

Don't​

/* Tiny base text and full viewport width make lines hard to track */
body {
    font-size: 12px;
    width: 100vw;
}

article p {
    line-height: 1.05;
}

Do (responsive type without shrinking body below readable size)​

@media (min-width: 768px) {
    .prose {
        font-size: 1.0625rem;
    }
}

Don't​

/* Shrinking primary reading text on mobile */
@media (max-width: 600px) {
    body {
        font-size: 11px;
    }
}