I read a text and then I see how the author uses emphasis and usually they do this with changing the emphatic word into bold — probably because emphatic sound like fat and the bold letters have more flesh on their bones. Every time my mind goes “no no no!” and I try to change it into italics because bold means there’s this weight shift and the eyes focus and never really leave the bold area. Three lines bellow and the eyes still move upwards.

I sigh and often say things like this to myself: “don’t they know this? Don’t people read typography books about these sort of things?” These questions are most often hindsight rhetorical because no, most people don’t do that and they don’t care. And I sound both like an ass and a loon.

“But I care,” I whisper, “even if I’m alone in doing that.”