Special Characters In Typography

You may think that I exaggerate the importance of good typography. You may ask if I have ever heard a housewife say that she bought a new detergent because the advertisement was set in Caslon. No. But do you think an advertisement can sell if nobody can read it? As Mies van der Rohe said of architecture, God is in the details.

 

David Ogilvy, Ogilvy on Advertising