For Tara.

I love type. I dig it. I’ll talk about it at the drop of a hat, even to people who could really care less. While I may not be able to tell you exactly why type matters (though I’d try), I did come across this quote in a Steven Heller piece in the NYT about the choice of Optima for John McCain’s campaign. Ellen Lupton, who you would know from the book Thinking With Type, has this to say:

Experiencing good typography is like walking into a well-lit room. You may not stop to analyze it, but good lighting makes you feel better, and if it makes a sudden change for the worse, you will know it.

That pretty much sums it up rather nicely. Thank you Ellen.