Fonts, letterforms and alphabets suggest the context, origins, degrees of gravity or playfulness. Typography surrounds on streets and straplines, in daily rags and holy writ, on commemorations and forgeries. It indicates a mood determined by design, not a user choice to pick a serif or display, not a readability support or a cute or kitschy personal preference.
On page and screen type goes left to right, right to left, up to down, but not yet down to up. An opportunity exists to start at an endpoint and work backwards to the word at the beginning, the design possibilities of a synaptic revolution.
“The work is the starting point, and the ending point, of its content.”
[White, K. 101 Things to Learn in Art School. Cambridge and London: MIT Press. 2011. p63]