Hi; I love your writing! I can't speak for the OP (though I doubt they A/B tested), but most typographic conventions come from the days of typesetting and the s

Hi; I love your writing! I can't speak for the OP (though I doubt they A/B tested), but most typographic conventions come from the days of typesetting and the subsequent studies of typographers and graphic designers in the 20th century. If you haven't already, I highly recommend that you read Josef Mueller-Brockmann's Grid Systems in Graphic Design/Raster Systeme fuer die Visuele Gestaltung; the content is really right up your alley. Mueller-Brockmann gives the "rules" of typography, then gives examples of what happens when one deviates from those rules. You'll also see from his book that the main problem with web design today is the lack of use of columnar text layouts. Blowing the text size up on web pages is just a hack to fill space; if more responsive layouts used multiple columns, that kind of trickery would be unnecessary. (Edit for clarity: I'm talking about multiple columns for a single body of text, much like you'd see in a newspaper or magazine.)