The book argues that typography and bookmaking are primarily utilitarian crafts whose effectiveness depends on the appropriateness of form, and it outlines how principles of pictorial composition, type composition, proportion, color, tone, light and shade, values, paper, style, binding, and specifications can be applied to improve clarity and aesthetic effect. It reviews the mechanical specialization of modern printshops and urges a renewed artistic motive to match technical proficiency, explaining practical techniques and considerations for designers and printers to make printed matter both more communicative and more visually refined.