style guide
Emphasis
Using a certain amount of typographic emphasis can bring bodies of text to life. They can draw the reader to key points and content structure, as well as provide a little variety to the visuals of the text.
Devices for establishing emphasis are well known, but are often not used well. One key rule is to use them sparingly. If you set a passage of text in bold, italic, and bright red, then readers will be flooded with visually ‘loud’ text which will distract from your writing. The best visual contrasts are often the smallest and most subtle.
Underlined
An old technique from the days of typewriters this should not really be used on the web. Underlining means hyperlink. For more information read the underlining style guide.
Italics
Italics are a useful way of emphasizing text as they contrast in shape to normal text but are subtle enough to not distract the reader. They should always be used for standard italic convention, such as italicizing names of books or foreign words.
Large blocks of italicized text are difficult to read, particularly on the lower resolution of the computer monitor. This is an oft seen example of over doing a certain effect to create emphasis, but of actually hindering it.
Bold
Bold contrasts with normal text because of its darker color and slightly larger size. Again, the trick to making it work is to use it sparingly. Long passages of bold text lose their emphasis and could be described as the equivalent to shouting out loud.
Colour
Colour as a means of emphasis on the web can cause problems, as users may confuse coloured text with hyperlinks. It is best avoided within passages of text, but can be an effective method when used for headlines.
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