The Crystal Goblet, or Printing Should Be Invisible

The Crystal Goblet, or Printing Should Be Invisible

Beatrice Warde:

I once was talking to a man who designed a very pleasing advertising type which undoubtedly all of you have used. I said something about what artists think about a certain problem, and he replied with a beautiful gesture: ‘Ah, madam, we artists do not think—-we feel!’ That same day I quoted that remark to another designer of my acquaintance, and he, being less poetically inclined, murmured: ‘I’m not feeling very well today, I think!’ He was right, he did think; he was the thinking sort; and that is why he is not so good a painter, and to my mind ten times better as a typographer and type designer than the man who instinctively avoided anything as coherent as a reason.