The last thing you want to do with your text is break the rules. As opposed to art or video content, where blending styles or pushing the envelope looks cool and attractive, the text follows strict rules. If you cross the line, you don't look trustworthy at all.

 

so how can you break the rules without breaking the rules?

Imagine you're in the middle of an informal conversation, without either any formalities or claptraps.

 

 

 

 

Don't hesitate to use slang, if it doesn't look like an attempt to hit fancy.
Don't be afraid to go informal.
Don't overuse smart terms not to look like a wig. 

Remember the most important thing:

 

TEXT ALWAYS GOES IN SYNC WITH DESIGN.

 

They always work together, complementing each other. Both can exist separately, but neither will ever have as much effect.

 

THE DESIGN CAN SET THE MOOD.
THE TEXT CAN WIN OVER THE PERSON IN NEED.
THE CONVERSE IS ALSO TRUE.