The Crystal Goblet, or Printing Should Be Invisible by Beatrice Warde
I forget where I first saw this article recommended, but it was probably by some designer I follow on Twitter.
Two bits that stood out to me:
Type well used is invisible as type, just as the perfect talking voice is the unnoticed vehicle for the transmission of words, ideas.
and (regarding advertisements)
Get attention as you will by your headline, and make any pretty type pictures you like if you are sure that the copy is useless as a means of selling goods; but if you are happy enough to have really good copy to work with, I beg you to remember that thousands of people pay hard-earned money for the privilege of reading quietly set book-pages, and that only your wildest ingenuity can stop people from reading a really interesting text.
One of the main design elements of my personal site right now is the use of three different fonts to differentiate their purpose. Links and main body are easy to read. My name is in a font that reminded me of my own handwriting. Two main passions, front-end development and environmentalism in Space Mono I believe… because it looked cool.
From this same article, I’d like to remember the idea of the two wine glasses and that the crystal wine glass is the same as unnoticeable typography and an engaging voice, as the title suggests.