Typography is the visual component of the written word. But the converse is also true: without typography, a text has no visual characteristics. A goblet can be invisible because the wine is not. But text is already invisible, so typography cannot be. Rather than wine in a goblet, a more apt parallel might be helium in a balloon: the balloon gives shape and visibility to something that otherwise cannot be seen.
Matthew Butterick on the false dichotomy of form and substance.via practicaltypography.com