Crisp brings formal systems back up. She talks about the rules of formal systems, the color systems, and Gestalt principles. The rules begin with knowing the right form in which to deliver a message. If the message is best served by putting it in an environment that is murky, such as a horror movie title, then the typographer needs to understand that, and act accordingly. Typographers also need to be aware that they can manipulate word spacing, font, and font size to suit the color and texture required for a typographic work. Color can also be utilized to bring a message to the forefront of the work. Understanding color theory practices will help a designer order their work. The Gestalt principles tell us that people will strive to find form and pattern when looking at seemingly unrelated forms and shapes.
Crisp then tells us that creating patterns, variations, and contrast will bring attention to different area's, and draw the viewers eye in a desired pattern. The patterns give the eye a way to connect one thing to another. Variations give the eye something to puzzle out. The Gestalt principle works in conjunction with variation to create visual interest that keeps the eye one the work. Finally, contrast is used to give hierarchy to text. The weight, background, and color of letters can either draw the eye or fade them into the background. There are also texts that have been developed that are meant to have natural variations. These variations can even depend on external weather, depending on the text being used.
