How RavLight pages are built
One stylesheet, one header and footer, and a short set of writing rules. Pages add no CSS of their own.
Near-black and lime
Dark ground so light and photos carry the page. Lime only for actions and highlights.
One family, five sizes
Helvetica Neue for everything, heavy and tight for headings. A system mono for addresses and values.
XL 64 · Page title
L 40 · Section title
M 21 · Card and feature title
S 16 · Body text, kept under 64 characters a line.
XS 13 · Labels, captions, credits. 192.168.4.1
Building blocks
Also: header, footer, card, feature row, spec list, gallery, FAQ, call-to-action band, placeholder. Each one appears on the product and case study pages.
Rules for every page
Write for someone holding a cable. Short, concrete, in their words.
No long dashes
Split the sentence or use a comma.
Lede under 25 words
The first line says what it is and who it is for.
Numbers over adjectives
A figure beats a claim.
One idea per sentence
If a sentence needs a semicolon, it is two sentences.
Two sentences per intro
Section intros stop at two sentences. Details go in lists and tables.
No framing tricks
Skip "not X, but Y", "here's the thing", and colons that build up a reveal.
Name what people see
Use the words on the label and in the interface, not the code.
Every claim is checkable
No "industry-leading", no "seamless". If we cannot measure it, we do not say it.