What is your advice for the new designer using typography?

- My advice for the new designer using typography is first to be aware of it. I mean, we're so accustomed to just typing and words come out and they can be big words, small words, fancy words, whatever, but they're just there and so it's kind of like we don't think about it very much. So number one is be aware of it. Big step, you know. Number two, I would say be tuned into your context. There are a lot of frilly, showy, fancy, even goofy, off-the-wall typefaces that are a lot of fun to look at and I think the reason we gravitate toward those one is that they stand out on a sheet of specimens, but two they're just kind of fun to look at and so ooh I want to use that typeface and so you'll grab a fun typeface and you'll set something and you need to be or you always want to be aware of the context you're using your type in. There's type that will look good on... A fashion advertisement that would look completely out of place on a cargo plane. There's type that looks collegiate, there's…