Kerning Pairs We Fix on Every Project

Some pairs are always trouble: AV, To, and the quiet menace of rn. We keep a list and check it on every project.

Reading work aloud is the cheapest editing tool there is. Your ear catches rhythm problems that your eye skips over, especially in long sentences.

Deadlines help, but only when they are real. A deadline that everyone knows will slip is just a date on a calendar.

Constraints are underrated. A fixed word count, a single typeface, or a two-colour palette forces decisions that an open brief lets you postpone forever.

We try to write for one specific reader. When a paragraph confuses that imaginary person, it usually confuses everyone else too.

We schedule unstructured time on purpose. Some of our best ideas started as an afternoon with no plan and a stack of old magazines.