Chapter 3. Looking at type
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ANYONE LOOKING AT A printed message will be influenced, within a split second of making eye contact, by everything on the page: the arrangement of various elements as well as the individual look of each one. In other words, an overall impression is created in our minds before we even read the first word. It’s similar to the way we respond to a person’s presence before we know anything about him or her, and then later find it difficult to revise our first impression.
We read best what we read most, even if it is badly set, badly designed, and badly printed. This is not to suggest there is ...
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