Warde argues that the job of typography is to convey the thoughts and ideas of the verbal content it reflects, that “type well used is invisible as type.” She claims it should serve simply as a holder of important ideas that is itself entirely neutral and transparent. Please discuss whether you agree. Why/why not? How might scholars of rhetorical theory respond to Warde’s argument? How might Norman respond to Warde’s notion of a crystal goblet? Do you think that language (visual or verbal) can ever be entirely neutral? Why/why not?
