Typography

UI Typography

Professional typographic rules for screen-based interfaces. Based on Matthew Butterick's Practical Typography.

Mode

Enforcement — when generating ANY UI with visible text, apply every rule automatically and silently.

Audit — when reviewing existing code, flag violations.

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Font Selection

Font choice is the single biggest signal of whether an interface looks designed or auto-generated. Two filters must both pass: the face must be non-generic (escape the AI monoculture) and it must be open-licensed (free for commercial use). These are independent — many open fonts are also the most overused.

Register first

• Product UI (dashboards, admin panels, tools): system stacks and familiar sans are legitimate. One well-tuned family carries the whole UI. Fixed rem scale, 1.125–1.2 ratio. Don't over-brand a utility.
• Brand / marketing / content: the design is the product. Generic type here reads as mediocre. Run the selection procedure below.

Selection procedure (brand register — never skip)

1. Voice words. Write three concrete, physical-object brand-voice words — "warm and mechanical and opinionated", not "modern" or "elegant".
2. Reject your reflex. List the three fonts you'd reach for first. If any appear on the ban list below, drop them — they're training-data defaults and create monoculture.
3. Search by physical object. Browse a real open-license catalog with the voice words in mind. Find the face for the brand as a thing: a 1970s terminal manual, a fabric label, a concert poster, a museum caption. Reject the first thing that "looks designy".
4. Cross-check. "Elegant" is not necessarily serif. "Technical" is not necessarily sans. "Warm" is not Fraunces. If the final pick matches your original reflex, start over.

Ban list — overused faces (do not use as primary)

Two waves of monoculture. Reflex-reject all of these:

• Older: Inter, Roboto, Open Sans, Lato, Montserrat, Arial, Helvetica
• Newer (the AI-skill / Vercel / GitHub default wave): Fraunces, Geist, Mona Sans, Plus Jakarta Sans, Space Grotesk / Space Mono, Instrument Sans / Instrument Serif, DM Sans / DM Serif, Outfit, Recoleta, Newsreader, Lora, Crimson, Playfair Display, Cormorant, Syne, IBM Plex (any)

Also reject the editorial-typographic lane, not just the fonts: oversized italic serif headline + tiny uppercase tracked labels + ruled separators + monochrome restraint. It reads as taste in isolation but is now the universal AI landing-page hero. Use it only for a brief that is literally editorial.

Open-license only — never recommend a font that needs a paid license

Pull exclusively from free, commercially-usable sources (SIL OFL / Apache / ITF Free License):

• Google Fonts — OFL/Apache. Use the deep catalog, not the front-page defaults (which are the overused faces above).
• Fontshare (Indian Type Foundry) — free for commercial use; rich source of distinctive, non-monoculture faces.
• Velvetyne, The League of Moveable Type, Collletttivo, Open Foundry — open-source type.

If a face you want requires a commercial license (Klim, ABC Dinamo, Pangram Pangram, Adobe Fonts subscription faces, etc.), do not use it — find the closest open-licensed equivalent and note the substitution. Never replace one default with a new default: the goal is a face that fits this brand, not a fresh monoculture.

Pairing & hierarchy

• You often need only one family in multiple weights — cleaner than two competing faces. Add a second only for genuine contrast (serif + sans, geometric + humanist).
• Never exceed 2–3 families. Never use a decorative/display face for body text.
• Build hierarchy with a modular scale (≥1.25 ratio for brand display; 1.125–1.2 for dense product UI). Flat scales (sizes 1.1× apart) read as uncommitted.

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Character Standards

Quotes & Apostrophes

Always use curly (typographic) marks:

• Double quotes: " " (“ ”)
• Single quotes: ' ' (‘ ’)
• Apostrophes: ' (curves downward, like a comma)

Critical JSX warning: Unicode escape sequences (\u2019, \u201C, etc.) do NOT work in JSX text content. Use actual UTF-8 characters or JSX expressions.

// ❌ Wrong
<p>It\u2019s working</p>

// ✅ Correct
<p>It's working</p>

Dashes

Three distinct characters — never substitute:

• Hyphen - — compounds, phone numbers (well-designed)
• En dash – (–) — ranges (pages 10–20, 2020–2024)
• Em dash — (—) — breaks in thought, parenthetical statements

Other Marks

• Ellipsis: … (…) — never three separate periods
• Multiplication: × (×) — never letter x
• Minus: − (−) — never hyphen in math
• Copyright/trademark: © ™ ® — always real symbols

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Spacing Rules

• One space after punctuation — never two
• Use   to prevent line breaks:
  • Before numeric references (page 12)
  • After abbreviations (Dr. Smith)
  • Between measurements (10 px)

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Text Formatting

• Bold OR italic — never both simultaneously
• Sans serif: bold works best; italic barely stands out
• Never underline — reserved for hyperlinks
• All-caps text requires 5–12% letterspacing (letter-spacing: 0.08em)
• Kerning must always be enabled (font-kerning: normal)

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Layout Standards

Line Length

45–90 characters per line. The "alphabet test": 2–3 lowercase alphabets fit per line.

.prose {
  max-width: 65ch;
}

Line Spacing

120–145% of point size.

body { line-height: 1.35; }

Body Text First

Set typography before designing other elements.

• Print: 10–12pt
• Web: 15–25px

Headings

• Maximum 3 levels
• Space above > space below
• Bold preferred over italic
• Don't use heading levels for visual style — use them for semantic hierarchy

Lists & Tables

• Use semantic markup
• Remove borders from tables; keep only a thin rule under the header row
• Consistent padding replaces visual dividers

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Responsive Typography

The rules don't change with screen size. Same line length, line spacing, hierarchy.

body {
  font-size: clamp(16px, 2.5vw, 20px);
}

.content {
  max-width: min(65ch, 100% - 2rem);
}

Always use max-width on text containers. Use clamp() for fluid scaling.

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Quick Reference: Common Violations

Wrong	Right	Rule
"Hello"	"Hello"	Curly quotes
It's	It's	Curly apostrophe
2020-2024	2020–2024	En dash for ranges
...	…	Real ellipsis
10 x 20	10 × 20	Multiplication sign
font-style: italic; font-weight: bold	Pick one	Never both
text-decoration: underline	Remove	Only for links
Line height 1.0	Line height 1.35	120–145%
Width: 100% on text	max-width: 65ch	Line length
Inter / Roboto / Geist / Fraunces as primary	Open-license non-monoculture face	Font selection
Sizes 14/15/16/18px (muddy)	Fewer sizes, ≥1.25 ratio	Flat hierarchy is an AI tell
Italic serif hero + uppercase eyebrow	Roman headline, integrated kicker	Editorial-lane AI tell
All-caps body paragraph	Caps for short labels only	All-caps body is an AI tell
Gradient text on headings	Solid color	Gradient text is an AI tell

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Attribution: Rules distilled from Practical Typography by Matthew Butterick (practicaltypography.com).