The one thing I’ve learned to shove into my typographic treatments is PERSONALITY. That personality can be anything you want, but I try hardest to insert the spirit, the personality of that project. Today we call this branding, but that’s just a bogus word to refer to marketing practices that are as old as mankind. The bottom line is I have to get the client’s requirements across to the audience. I use the magic at my disposal to manipulate that viewer into changing their mind about something. It’s my job to use the language of graphic design to talk that viewer into «buying this product,» «attending this event,» or «voting for this candidate.» We’re quite dangerous in our actions, really. There is great power in our skills. Art Chantry.