Reading width
The main text column should be designed for reading, not for filling the screen.
Typography is the primary visual material of a text site. Display size, line length, weight and spacing can create a strong identity without adding photography.
Large type works best when paired with quiet body text. The contrast gives the page energy while preserving the reading experience.
The goal is not novelty. The goal is a hierarchy that feels clear from the first screen to the final paragraph.