If your words aren't truthful, the finest optically letter-spaced typography won't help.
Edward TufteIn general, I think audiences are a lot smarter than people think. So, it's not "know your audience", it's "respect your audience, and really know your content".
Edward TufteThe speculative part of my work is that these particular cognitive tasks - ways of thinking analytically - are tied to nature's laws.
Edward Tufte