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Chapter Checklist

  1. Economy is the key to good typography.

    Limit the number of typefaces that you use.

  2. Stick to two or three well-chosen typefaces.

    Make sure that they work well on the web and that together they provide nice contrast. Avoid typeface combinations that conflict or that look like ransom letters.

  3. Don't waste money on bad typefaces.

    If you need a special typeface, use it in the branding area or masthead, and keep the rest of the typography straightforward.

  4. Save time and money with well-formed markup and external Cascading Style Sheets.

    If you manage typography and color with CSS, your site will use less bandwidth and will be easier and less expensive to maintain than if you use messy font tags. (Details come in Chapter 7, “Save Time and Money with Web Standards.”)

  5. For an elegant-looking site, stick to two or three good colors.

    Even if your budget is $5,000, your site will look like a million bucks if you keep the palette clean and simple.

  6. You don't have to spend a bundle on photography and illustrations to give your site a polished look and feel.

    When you select art, pick one style or treatment and stick with it. Crop and place art consistently. Begin with the highest-quality possible you can get.

You know what you look like to me, with your good bag and your cheap shoes? You look like a rube. A well-scrubbed, hustling rube with a little taste.

—Hannibal Lecter to Clarice Starling in The Silence of the Lambs (1991)


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