Jost Hochuli

Hochuli covers the elements which make up a column of text; 

• The segregation gives detail in typography
• Clear and defined structure reflects the principles of the subject matter perfectly. 
• He states that letters, letter spacing, words, words spacing, lines and line spacing and columns of text are components that graphic designers forget about as they aren't typically considered creative 
• Typefaces for continuous text are different to typefaces used for headlines in advertisement and book design etc.
• Red type used sparingly and skilfully can catch the attention of the reader.