The image of the words...

“This is the first lesson we can learn from Massin: that the reader “reads” something in the image of the words. If it is the word which carries meaning, then the writer is the designer of the message. Designers, in the end, only arrange how the message is delivered, which (not only in a book) can take place through a déroulement in time. Designers are susceptible to changes in style, and because it impinges on the content of the message, style should be derived from its content and determined by its context.”

Language Unleashed, Richard Hollis, Eye Magazine, no. 16 vol. 4, 1995.