All Caps

Avoid using all‑caps as it reduces readability and slows scanning. It works best when applied sparingly and paired with sufficient spacing and contrast.

• All caps are harder to read because uniform letter shapes reduce word recognition.

• Avoid using all caps for long headings, paragraphs, or instructions—reserve it for brief labels, buttons, or acronyms.

• All caps can feel like shouting in some contexts, so use it intentionally and with tone in mind.
• Ensure strong color contrast and adequate size, since all‑caps text can appear visually denser and heavier.

• Recommended to increase letter‑spacing (tracking) slightly to improve legibility when all caps are necessary.

Font Size

• Use relative units (rem) so that users can magnify font-size as they want
• In general, do not go below 16px (1rem) for readability. Body copy must be at least 16px.
• Never go below 12px (.75rem)
  • The WSB website never goes below 13px (.8333rem)

Headings

Headings should create a clear visual hierarchy that helps users scan, understand structure, and navigate content quickly. Effective headings balance clarity, consistency, and accessibility so users can grasp meaning at a glance.

• Use the HTML heading elements (H1 → H2 → H3…) that reflect the content structure, not visual styling alone.

  • Headings must go in numerical order on a page to provide content structure for users, SEO, AI, and screen readers.
    • Example 1: can’t have an h2 nested under an h4
    • Example 2: can't skip an h3 to nest an h4 right under an h2 

• Visually differentiate heading levels with size, weight, and spacing, not color alone or decorative styles.

  • Heading level is typically associated with font-size: the higher the heading level, the larger the font-size.
• Apply consistent heading styles across the entire site so users can rely on predictable patterns and quickly understand hierarchy.

• Avoid styling that reduces readability—such as all caps, excessive italics, or low‑contrast colors.

• Maintain consistent spacing above and below headings to support scannability and rhythm.

Italics

Use italics sparingly and for emphasis, not as a primary typographic style.

• Use italics only for emphasis, not as the default style for headings or large text blocks.

• Avoid italicizing entire heading levels, since it reduces scannability and weakens visual hierarchy.

• Keep italics short and infrequent, as long passages in italics are harder to read.

• Ensure italics are not the sole indicator of meaning, especially for accessibility.

• Occasional, purposeful use of italics in headings is fine (such as for Trusted to Lead or other campaigns).

Line Height

Line heights should create enough breathing room for the eye to track lines without losing place. Accessibility guidance favors slightly generous line spacing, especially for body text.

• Line height is measured as a multiplier of the font-size. So a line height of 1.6 for text at 16px font size means the line height = 1.6 x 16px (1rem) = 25.6px (or 1.6rem)

• Recommendations

  • 1.1–1.3 line height for headings

  • 1.4-1.6 line height for body text (1.6 is our standard line height for body text)

  • 1.2 line height for short, single-element content, such as a person's name, title, company, degree, major 
    • This keeps the wrapped lines visually connected

    • Add a small but consistent margin or padding between each distinct piece of information to create clear grouping

      • we use .35rem or .5rem for spacing between elements with a font size of 1rem
    • Example: text elements in directory profile cards

• Tighter line heights reduce readability, especially on small screens or dense layouts.

• Extra spacing improves comprehension for users with dyslexia or low vision.

• Maintain consistent line height across similar text types to support predictable scanning.

Serif vs. San-serif

Sans‑serif fonts are preferred for digital interfaces because they remain clearer at small sizes and on varied screens. Serifs can still work well when used intentionally and with strong contrast and sizing.

• Avoid serif body text at small sizes, where details blur and slow reading.
• Serifs can be effective for large headings or brand‑driven typography.

Text Elements

• HTML text elements deliver the structure and meaning of content for users, SEO, AI, and screen readers.
• There is one style for each HTML text element. This consistency is helpful for users who are trying to understand the content hierarchy of a page.
  • E.g. The h2 heading styles are red with a large font size. (There may be conditions where there are style variations, such as the h2 color is white if it’s on a red background.)
• Avoid mixing more than 2-3 text styles in the same section
  • For example, when displaying a quote/testimonial, stick to 2-3 types of content with unique styling, such as a title, quote, and name. 
• HTML text elements include:
  • Headings <h1>, <h2>, <h3>, etc.
  • Paragraph <p>
  • Lists <ul> and <ol>
  • List item <li>
  • Quote <blockquote>
  • Citation <cite>