69 Expressive type ➀ Large shor t headline contrasting wit h smaller body copy. ➁ Stacking / growing words to illustrate your headline message. ➂ Simple and centered, but feels heroic being t he only element. ➃ Using bold type and a highlighted word to stand out. ➀ ➁ ➂ ➃ Bish. Bash. Bolt. Checkout faster t han
 you can say one click. T h e ve r y ve r y ve r y ve r y s i m p l e c h e c ko u t . O n e - c l i c k
 c h e c ko - a n d d d d
 y o u ’r e d o n e. Checkout in the blink
 of an eye. (half) These are a few examples of how we can be expressive wit h our type usage. Whet her it ’s a ver y shor t headline used ver y large, 
 or being more playful wit h how 
 we illustrate our headline message, we t hink of ‘expressive’ as anyt hing t hat feels a bit more fun or a bit more dynamic t han a straightfor ward layout. Introduction Strategy Tone of Voice Logo Color Ar t Direction Illustration Iconography Expressions Components Motion Contact Typography