Designers want to challenge the reader, to provoke them and to entertain them. We also want to design on the edge – or at least to tip our hats to the edge – and acknowledge the design era in which we practice. We want to serve the profession and the art of typography. But how? The way to create expressive typography is to predigest the copy, understand the message, and show off its meaning and its importance to the reader. This cannot be separated from the editing process. Know what the thrust ought to be, then make that point clear through design choices.
Contrast type style, size, weight, position, color, or treatment to show hierarchy and give enough information for the reader to decide whether to become involved with the text, where the story really is.
Gui Bonsiepe wrote: “Design means, among many other things, arranging elements into a whole that makes sense… In typography, order is mainly a question of relationships within groups of elements and the distribution of these elements on a page.”
Bonsiepe defines two kinds of order:
1) The order of the system in which each type element is a part. Fewer differences between elements increases the degree of order of the whole.
2) The order of arrangement refers to the precise way elements relate to each other and the frequency with which elements align.
Read and absorb full :)
Book Excerpt: Thinking in Type: The Practical Philosophy of Typography