PostsWhat Designers Do
Do you know what good designers do when everyone else thinks Helvetica is cool? They stretch and bend Times New Romans and Comic Sans. Thats because message is what is important, not the color or the typeface.
Konstruktors Notes About Web, Design and the Future of Publishing
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Color and typeface are as important as the message.
Eftu, you are right — they all are important, but only message out of those three can stand on its own. Color, size, contrast, whitespace and typeface help to deliver the message.