Good typography can dramatically improve comprehension; bad typography can kill a reader's interest almost immediately. In our word-and-advertising-heavy culture, we are bombarded with thousands of printed messages on a daily basis. Written language is always presented to the viewer using typography, and, unfortunately, much of what currently surrounds us is compromised and amateurish due to many designers' lack of knowledge surrounding the well-established disciplines of manipulation of type and typographic elements. The results are potentially serious; bad typography can render even the most well written message incomprehensible.
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