The next section of the primer went through some more vocabulary, such as point and pica, posture, swash, and x-heaight.
The chapter then goes on to describe relational forms, and how changing the color, font, or size can greatly affect how a word appears to the viewer. The author talks about how there are so many different variations between text and fonts, and describes some of the slight differences, that really make a big impact on how they appear.
The content and style of a message can totally change the connotation it sends out, which is why the appearance is so important in typography. The form and appearance must send out the right voice for the advertisement in order to be effective.
