Readers want what is important to be clearly laid out; they will not read what is too troublesome.

Standardization, instead of individualization. Cheap books, instead of private press editions. Active literature, instead of passive leather bindings.

The works of 'abstract' art are subtle creations of order out of simple contrasting elements.

The sanserif only seems to be the simpler script. It is a form that was violently reduced for little children. For adults it is more difficult to read than serifed roman type, whose serifs were never meant to be ornamental.

The aim of every typographic work - the delivery of a message in the shortest, most efficient manner.

The book designer strives for perfection; yet every perfect thing lives somewhere in the neighborhood of dullness and is frequently mistaken for it by the insensitive.

Readers want what is important to be clearly laid out; they will not read what is too troublesome.