Beatrice Warde
Beatrice Warde (1900 - 1969) was a communicator of typography. In her essay 'The crystal goblet' she argues that less is more. she asks if you had two glasses of wine in front of you filled with wine, one made of gold and the other crystal, she argues that if you only interested in the vessel then the one that cost thousands more may be more appealing whereas a wine connoisseur would want to see the fine vintage through the vessel clearly to be able to fully enjoy it and appreciate it. What shes saying here is that typography should be clear in its design, you should have to deconstruct it to understand its purpose. It should convey information as is typography's purpose.