Change character size, font, Boldface, italics etc.
Bifano, no stranger to Boldface names(he has designed gardens for Barbra Streisand
and Tom Ford), showed up to their first meeting with a pail filled with blossoms so he could gauge Winfrey's taste.
By formulating a style guide, a publication or periodical standardizes with a relatively small collection of typefaces, each used for specific elements within the publication, and makes consistent use of typefaces, case,
type sizes, italic, Boldface, colors, and other
typographic features such as combining large and small capital letters together.