You make it happen: document demand, typeface supply

The basic premise of this article is that typefaces reflect, and respond to, the conditions of making and using documents; and that demand for evolving document genres drives the development of new typefaces. The article describes how the combination of a narrow range for functionally acceptable letters and paragraphs, and a wide range of possibilities to express these arrangements, offers a revealing tool for examining changes in the perceptions of professionals in visual communication. Beyond technical issues, the choices of document makers allow insights into wider trends such as urbanisation, demographic changes, education standards, and wider issues of visual literacy.