The underlying principle of new design is that "Form follows function".
The main function of typography is to convey a message to the reader with the greatest speed and ease. Nowadays there is so much printed matter trying to get the attention readers who lead busy, fast paced lifestyles. This means that good typography has become even more important and must be as direct and vivid as possible.
- Symmetrical Layout is not Effective
The most rational positioning of type is flush to the left, where the eye automatically returns to after reading the previous line. Line length is also not as disruptive in left hand arrangements than in centre arrangements, maintaining an attractive and readable layout.
- Ornamentation in excluded in Modern typography
Ornamentation makes the layout attractive, however the key aim of modern typography is to get the message conveyed as clearly as possible.
An exception to this rule is if the layout promotes comprehension of the copy, without becoming an object of interest itself.
- Typefaces should not detract from the copy
Typefaces should not attract attention to themselves or detract from the meaning or message of the copy.