35 lines
1.7 KiB
Markdown
35 lines
1.7 KiB
Markdown
|
## 02 · Long Document
|
|||
|
|
|
|||
|
|
Reads like a memo, a letter, or a journal entry. No marketing structure. Continuous prose with inline section heads. The page is *literature* about the product.
|
|||
|
|
|
|||
|
|
- **Heading:** inline with body — section heads emerge from the paragraph flow as small caps or bold short phrases.
|
|||
|
|
- **Body:** single column, generous line-height (1.65+), measure 60–65ch.
|
|||
|
|
- **Divider:** negative space; the gap is the divider; occasionally a centered ornament for emphasis.
|
|||
|
|
- **Button:** typographic link inside a paragraph, not a separate block.
|
|||
|
|
- **Image:** inline, sized to text measure; never full-bleed.
|
|||
|
|
- **Reveal:** none. The page is just *there*.
|
|||
|
|
|
|||
|
|
Reach for it for case studies, founder posts, mission pages, products whose sale is *philosophical*. The brief is "tell a story", not "list features".
|
|||
|
|
|
|||
|
|
Avoid when there's a single decisive action to take — Long Document hides CTAs, which is wrong for transactional pages.
|
|||
|
|
|
|||
|
|
Reference: Frank Chimero's site, destroytoday.com, long-form Substack essays in product disguise.
|
|||
|
|
|
|||
|
|
**Sample opening lines** (imitate the *specificity*, not the wording):
|
|||
|
|
> *"Saturday, 6:14 a.m. The dough went in at midnight."* — opens with a time-stamp; the brand introduces itself as a moment in the day
|
|||
|
|
> *"A monthly art publication featuring contributions by some of the most engaged thinkers working today."* — e-flux.com/journal
|
|||
|
|
> *"We design everything for everyone."* — pentagram.com — refusal of the verb, treats design as universal practice
|
|||
|
|
|
|||
|
|
```html
|
|||
|
|
<article class="prose">
|
|||
|
|
<p class="lede">…</p>
|
|||
|
|
<p>…</p>
|
|||
|
|
<h2 class="inline">A small heading.</h2>
|
|||
|
|
<p>…</p>
|
|||
|
|
<blockquote>…</blockquote>
|
|||
|
|
<p>… <a href="">read more →</a> …</p>
|
|||
|
|
</article>
|
|||
|
|
```
|
|||
|
|
|
|||
|
|
---
|