Sometimes the message is just the message

July 19, 2010 Comments Off on Sometimes the message is just the message

Sometimes the message is just the message. It might not have an inner meaning that can be brought forward (think of a letterhead for a metal-works business or an advert for an accountant — often dry, huh?). But this doesn’t mean that order can’t be given and brought forward. Sizes of type should be deliberate so that it is clear what is important and what’s to be read first, then second, third and so on. Whatever is on the page should be deliberately and thoughtfully put in its place.

“Clarity!” Demanded the Modernists – Retinart

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