36. 1. Don't get overwhelmed
2. Keep it simple
3. Rely on quality fonts
37. 1. Don't get overwhelmed
2. Keep it simple
3. Rely on quality fonts
4. Create your own palette
38. 1. Don't get overwhelmed
2. Keep it simple
3. Rely on quality fonts
4. Create your own palette
5. Privilege workhorses
and super-families
39. 1. Don't get overwhelmed
2. Keep it simple
3. Rely on quality fonts
4. Create your own palette
5. Privilege workhorses
and super-families
6. Set some text and read it.
— Like what you see?
40. 1. Don't get overwhelmed
2. Keep it simple
3. Rely on quality fonts
4. Create your own palette
5. Privilege workhorses
and super-families
6. Set some text and read it.
— Like what you see?
7. Ask for a second opinion
43. 1. It’s well-designed
2. It has a wide range of
weights & styles
(bold, italic, semi, etc)
44. 1. It’s well-designed
2. It has a wide range of
weights & styles
(bold, italic, semi, etc)
3. It works for both
headings and body copy
45. 1. It’s well-designed
2. It has a wide range of
weights & styles
(bold, italic, semi, etc)
3. It works for both
headings and body copy
4. It works well in a variety
of settings & styles
46. 1. It’s well-designed
2. It has a wide range of
weights & styles
(bold, italic, semi, etc)
3. It works for both
headings and body copy
4. It works well in a variety
of settings & styles
5. Everybody is talking
about them
51. The font
now really, the font?
Freight Sans Pro
Light & Light Italic
Book & Book Italic
Medium & Medium Italic
Semibold & Semibold Italic
Bold & Bold Italic
Black & Black Italic
bonus Freight Sans Pro Condensed
Designed for warm formality
in text and an authoritative,
helpful tone in display, Freight
Sans eschews mannerisms
of form in favor of a studied
balance of organic and
geometric shapes.
Because Freight Sans is a single
design for a broad range of
uses, it benefits from careful
attention to tracking when it is
set at very small or very large
sizes.
52.
53. title
body
link
sub title
note the hanging bullets
quotes
note the hanging quote marks
57. 7 capital sins
1. Text sizes
2. Lazy handling of titles and subtitles
58. 7 capital sins
1. Text sizes
2. Lazy handling of titles and subtitles
3. Text blocks that are not split up into enough
small, scannable, digestible parts
59. 7 capital sins
1. Text sizes
2. Lazy handling of titles and subtitles
3. Text blocks that are not split up into enough
small, scannable, digestible parts
4. Indiscernible links
60. 7 capital sins
1. Text sizes
2. Lazy handling of titles and subtitles
3. Text blocks that are not split up into enough
small, scannable, digestible parts
4. Indiscernible links
5. Text is not treated as an interface
but as decoration
61. 7 capital sins
1. Text sizes
2. Lazy handling of titles and subtitles
3. Text blocks that are not split up into enough
small, scannable, digestible parts
4. Indiscernible links
5. Text is not treated as an interface
but as decoration
6. Fancy navigations marking the center of
attention (content is the center of attention,
it deserves the most love from the designer
62. 7 capital sins
1. Text sizes
2. Lazy handling of titles and subtitles
3. Text blocks that are not split up into enough
small, scannable, digestible parts
4. Indiscernible links
5. Text is not treated as an interface
but as decoration
6. Fancy navigations marking the center of
attention (content is the center of attention,
it deserves the most love from the designer
7. Lack of active white space
64. “It’s not the daily increase,
but daily decrease. Hack away
at the unessential.”— Bruce Lee
simplify
65. “Awareness is without choice,
without demand, without
anxiety; in that state of mind,
there is perception.”— Bruce Lee
be aware of context
and surroundings
66. “If your cup is full, you cannot
fill it.
So first, empty your cup.”
— Bruce Lee
open your mind
67. “Empty your mind, be formless,
shapeless, like water. If you put
water into a cup, it becomes the
cup. You put water into a bottle
and it becomes the bottle. You
put it in a teapot it becomes the
teapot. That water can flow, or
it can crash. Be water my friend.”
— Bruce Lee
be water my friend
68. “Mistakes are always
forgivable, if one has the
courage to admit them”
— Bruce Lee
own your mistakes