Case Studies Number Four--amazon.com:Content/Typography

The hierarchy of the typography is apparent since the headlines have their own color and font size and so do other elements of typography on the page. I think the only thing that needs to be improved is the font type. There seems two different kinds of font are used for big headlines and I think in order for consistence, only one font type is needed for headlines.

The technique are used to make the headlines more prominent than other elements on the page is color and weight. Almost all big headlines are assigned with orange color and big bold font weight. Other elements such as main body text use other colors such as blue and black to distinguish themselves from the headlines.

The labels are very clear and consistent, as I click one label, it will bring me to the related section. Headlines on that section is the same name with the label.