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By "structure," Dair means the different letter forms of

different kinds of typefaces.

Which means you choose your emphasis word, then put that word

in a completely different typeface than the rest of your text.

The use of structure involves contrasting the thicks and thins of different typefaces to achieve distinct visual differences between the thicks and thins.

The quotation demonstrates how emphasis can be controlled. The word "architectural" contrasts with "sculptural" and by doing this, the structure change is not only like increasing or decreasing the volume, but changes the very quality and tone of the voice to suit the expression.


Contrast with Form
Contrast with Structure
Contrast with Texture
Contrast with Color
Contrast with Direction
Contrast with
Contrast with Size


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