35 lines
1.7 KiB
Markdown
35 lines
1.7 KiB
Markdown
## 02 · Long Document
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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.
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- **Heading:** inline with body — section heads emerge from the paragraph flow as small caps or bold short phrases.
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- **Body:** single column, generous line-height (1.65+), measure 60–65ch.
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- **Divider:** negative space; the gap is the divider; occasionally a centered ornament for emphasis.
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- **Button:** typographic link inside a paragraph, not a separate block.
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- **Image:** inline, sized to text measure; never full-bleed.
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- **Reveal:** none. The page is just *there*.
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Reach for it for case studies, founder posts, mission pages, products whose sale is *philosophical*. The brief is "tell a story", not "list features".
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Avoid when there's a single decisive action to take — Long Document hides CTAs, which is wrong for transactional pages.
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Reference: Frank Chimero's site, destroytoday.com, long-form Substack essays in product disguise.
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**Sample opening lines** (imitate the *specificity*, not the wording):
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> *"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
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> *"A monthly art publication featuring contributions by some of the most engaged thinkers working today."* — e-flux.com/journal
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> *"We design everything for everyone."* — pentagram.com — refusal of the verb, treats design as universal practice
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```html
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<article class="prose">
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<p class="lede">…</p>
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<p>…</p>
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<h2 class="inline">A small heading.</h2>
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<p>…</p>
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<blockquote>…</blockquote>
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<p>… <a href="">read more →</a> …</p>
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</article>
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```
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---
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