This was designed by Lisa Hedge, for the International Culinary Center. She uses an exaggerated “2” as the main focus of the page, making it the biggest thing on the page. This works very well because the design is very clean and sleek, and if it were food, you would feel inclined to eat it! Every other character is in text size (below 14+), making it not too complicated and messy. If any other text was in display size, it would be competing with the “2”.

This “2” looks like it is announcing either a chapter, a step, or an important point. If it was in text size, it would not do it’s job in announcing whatever it is announcing. This difference in scale and size helps bring attention to what’s important, and eliminates a need for extra unnecessary ‘fluff’ (e.g. extra bolded characters, underlined words, etc).