Start with the words
If a layout works with one typeface in black and white, everything added afterwards is amplification. If it doesn’t, no amount of gradient will save it.
I choose a display face for its voice and a text face for its silence. The tension between the two becomes the brand.
Scale is emotion
A headline at 200px isn’t just bigger — it’s louder, closer, more urgent. Use size to set the temperature of a page, not only its hierarchy.