“Readers and targets respond to messages they see are in their own interests. Give them what they want every time by having useful content and making its value immediately recognizable.”
In writing seven books on design and type, I have been fortunate to have taken the time to really think about these subjects from a greater distance than I do when I am designing. The richness of the two subjects continues to fascinate.
The formal aspects of design – the visual presentation of worthwhile content – is a process of balancing three elements: image, type, and space. Image seems to be pretty well understood: advertising annuals, for example, are filled with outstanding visuals. Space is the forgotten element by most designers, but type is the place where the distinction between good and great design is really made. It takes a developed sensitivity to form – both positive and negative – plus an inextinguishable love of detail to excel at type. There are few shortcuts to startling typographic results because a great solution reveals the meaning of its own message with artistry.