Magazine advertisement, Disney Hats

Disputes arising between the two schools of typographic thought, the traditional on the one hand and the modern on the other are, it seems to me, the fruits of misplaced emphasis. I believe the real difference lies in the way space is interpreted: that is, the way in which an image is placed on a sheet of paper. Such incidental questions as the use of sans-serif typefaces, lowercase letters, ragged settings, primary colors, etc., are at best variables that tend merely to sidetrack the real …