The language of the printed publication shows in its words, and in its visual grammar and vocabulary. Feel, smell, sound and how these affect the private, social and formal public spaces of publishing make up the broader language of print. Publishing is based, like language, in both time and space, where the past is not a listed history or the repeated hammering of a back button. Design language must resist the gratification impulse.
“In this way, literary language (ambiguous, open, complex, infinitely capable of enrichment) can be supplanted by that of advertising (short, categorical, imperious, final) so that eventually answers are offered instead of questions, and instant and superficial gratification takes the place of difficulty and depth.”
[Manguel, A. The City of Words. London: House of Anansi. 2007. p127]