H O W · W E · F A C E · P R I N T E D · M A T T E R · ( 8 0 · y e a r s · a g o )

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Modern man has to absorb every day a mass of printed matter which, whether he has asked for it or not, is delivered through his letter-box or confronts him everywhere out of doors. At first, today’s printing differed from that of previous times less in form than in quantity. But as the quality increased, the form also began to change: the speed with which the modern consumer of printing has to absorb it means that the form of printing also must adapt itself to the conditions of modern life. As a rule we no longer read quietly line by line, but glance quickly over the whole, and only if our interest is awakened do we study it in detail. 

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Jan Tschichold