The printed image corresponds to the contents through its specific optical and psychological laws, demanding their typical form. We use all typefaces, type sizes, geometric forms, colors, etc. We want to create a new language of typography whose elasticity, variability; and freshness of typographical composition is exclusively dictated by the inner law of expression and the optical effect.

An equally decisive change in the typographical image will occur in the making of posters, as soon as photography has replaced posterpainting. The effective poster must act with immediate impact on all psychological receptacles.