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If typography is calling attention to itself, it's taking that attention away from what the words are saying.

Michael Bierut
Attention, Calling, Consciousness
"Interview with Michael Bierut — Typography, Modern Applications, and Timeless Communication Challenges". Interview with Kent Anderson, scholarlykitchen.sspnet.org. April 16, 2013.
If typography is calling attention to itself, it's taking that attention away from what the words are saying.