The Serif That Made Us Slow Down

We swapped our body font on a Tuesday and by Friday readers were staying twice as long. The typeface was not the only reason, but it helped.

Every studio accumulates habits it never chose. Once a year we list them and ask whether each one still earns its place.

Small improvements compound. A page that loads a little faster, a heading that reads a little clearer, and a form with one fewer field all add up.

Most of the improvement in a draft comes from cutting. We aim to remove a fifth of every piece on the second pass, and the reader never misses it.

The first version of anything is a question, not an answer. Treating it that way makes feedback easier to give and much easier to hear.