Some sign people see type as nothing more than letterforms. But this view is what produces poor typography. Effective design requires that we see more than the shapes of the letters.
Good typography results from understanding the importance of the spaces as well—between the letters and surrounding the letters. Also, between words, lines and blocks of copy. It is this negative space that makes type either more legible or less legible.
To a novice sign designer, typography is about choosing a letter style and nothing more. Choosing something “interesting” or something fashionable. But good typography, and hence good design, is more about clarity rather than cute or complex. It is more about simplicity rather than what is interesting. It has been said that good typography tends to be invisible. That lettering should usually be “transparent,” allowing the message to come through.
Alex White said, in The Elements of Graphic Design, that “If the reader becomes aware of the letterforms, the type face was a bad choice because it detracts from the smooth transmission of the message within.”