“And as clay yields to the hands of a man, the man yields to the way of the world.” Pp 102

“I hope to express the anxieties that come from the reduction in space and surfaces, and the invasive nests, of our industrial secretions.” Pp 100

“AIDA stands for Attention, Interest, Desire and Action, with Action referring to buying the advertised product.” Pp 71

“Design is often intuitive. Production should be systematic.” Pp 38

“The designer must first think about the purpose of the work; second explore the possibilities; third, conceived a coherent vision; fourth, execute the project well…Designers, who may begin with intuition should finish with the systematic approach of the topographer-technician.” PP 36

“Printing also led to the communication and development of new political and religious thought, which led in turn to the Protestant church, which was, at least to some degree, predicated on the ability of individuals to read the Bible ( and other religious documents) for themselves, resulting in a breaking away from the Catholic Church, which relied on the model of literate priests interpreting religious material for an illiterate populace” pp 18

“The development of the printing press in Europe anticipated production processes in other fields. The production of printed matter with a press became a model for the division of labor of mass production in the Industrial Revolution, something that has culminated in today’s industrial methods” pp 17

“Woodblock printing arose first in China, and had spread to Europe by the early 1400s” pp16

“The structure of an internet reading experience is much different: [compared to print] the experience is not linear but divergent” pp 14

“Typography also reflects culture back to itself. In textural communication, it is an almost unnoticed medium that carries the thoughts and believes of culture. In display type and layout, it reflects and influence contemporary cultures, and can enrich (or impoversh) the private and public visual environments” pp. 11