CompuServe Thread

I wouldn't presume to label anyone a sinner. Why do we have to disagree? I didn't say I liked loose and sloppy type. I use negative leading all the time. We couldn't live without kerning, and I frequently mention that Adobe fonts, among others (but they're the market leader, after all), need more kerning pairs and better letterfit altogether. Neither of us nor any of the others ranting and raving around here has knowingly seen each other's work, so it's really hard to evaluate it. I for one rarely do ad work, but must say that to my eye the most beautiful type being set is not usually to be found in ads. As far as effectiveness is concerned, it's obvious that we would need to agree on criteria before we can discuss it any further. As for your notion that 'that kind of money doesn't fly around without a very good reason,' perhaps you'll agree with what someone (Mark Twain I think) said: "You'll never go broke underestimating the popular taste." Of course image counts. In some contexts it's the only thing that counts. How is that relevant here? I think this thread has become counter-productive. Amen to it.