Scale

The size of one thing measured against another and against the eye. Scale is drama: what you enlarge, you insist upon.

Scale is size given rhetoric. An element enlarged past its natural measure becomes a statement; the same element reduced becomes an aside. Because scale is relative, one oversized thing needs everything near it to hold still and stay modest, or the drama dissolves into noise.

The page-head titles on this site are scale spent deliberately: one enormous word, everything else quiet. Spend scale in more than one place per view and the reader must choose what you insisted on. Enlarging something is an argument; be sure it is the argument you meant to make.