should be invisible
Technologies have changed but the principles of typography has
not changed. The purpose of typographic design is always the same:
it is to communicate words. Typography is the means by which words
are made available to the word. But it is only a mean, not an
end in itself.
Typography may be an art but it is also a science. Its goal is
to serve the communication. As a typographer, you are the servant
of the author of the text. You may help the author to be better
understood and thats an important part of the job. But you
dont make works of art of your own.
To learn the art of typography, you have to practice it. The
best way of learning types is to play with them. Priority has
to be given to classical typefaces such as Bembo, Garamond or
Bodoni which have been widely used since the invention of printing.
To play with a type implies to use it for different kind of works,
to combine it with other typefaces or even with some variation
of the type (light, bold, etc.). The other way to learn is to
take a great attention to the printing production in studying
newspapers, books or ads.
Remember one more thing: typographically speaking, the simplest
is always the best.