. . . does visually what intonation does audibly: it emphasises the important, subordinates the less important, so clarifying the message. There is more to it than that, however. Just as the impact of the spoken word is affected by the appearance of the speaker, so is the impact of the printed word affected by the overall appearance of the sheet or page.”

This struck me as the best thing in Brooke Crutchley”s To Be a Printer (Cambridge University Press, 1980). However I think it needs slight qualification. Authors have to get this “intonation” through the services of a book designer. This makes the situation a bit more like that of an actor, surely. The actor’s delivery will be directed by the Director, so some of their intonation will be the Director’s not just their own.

Regrettably the individualized design of the text of a book is a much less common happening than it was when Mr Crutchey was working at the University Printing House in Cambridge from 1930 to 1974.