## Beginners and amateurs alike overestimate the importance of the so-called brain wave, the sudden brilliant idea.

Perfect typography depends on perfect harmony between all of its elements. Harmony is determined by relationships or proportions. Proportions are hidden everywhere. words themselves.

True book design, therefore, is a matter of tact (tempo, rhythm, touch) alone. It flows from something rarely appreciated today: good taste. The book designer strives for perfection; yet every perfect thing lives somewhere in the neighborhood of dullness and is frequently mistaken for it by the insensitive. In a time that hungers for tangible novelties, dull perfection holds no advertising value at all.

In a masterpiece of typography, the artist's signature has been eliminated. What some may praise as personal styles are in reality small and empty peculiarities, frequently damaging, that masquerade as innovations.

Only through constant practice and strictest self-criticism may we develop a sense for a perfect piece of work. Unfortunately, most seem content with a middling performance. Careful spacing of words and the correct spacing of capital letters appear to be unknown or unimportant to some typesetters, yet for him who investigates, the correct rules are not difficult to discover.