Since design means composing contrasts, creating tension can be a consequence. It’s not inevitable though. Contrast is no guarantee that tension will emerge. Quite the opposite. Tension is a rare commodity. Too much,and it dissipates. Often, the sweet spot lies in drawing the bow just far enough that it does not break.

One of the great challenges in typography awaits both the typesetter and the type designer in the same place, and it concerns writers no less. It is not only the not-so-well-tempered poster that requires the right use of tension. It is especially the longer texts whose harmony and carrying power can be sustained only by maintaining tension. Tension as a whole does not arise from the unrestrained or untamed wildness of individual elements. On the contrary, it is the right balance of unity and discipline on the one hand, and deviation on the other. In political and social contexts, the dissolution of tension is a noble and worthy pursuit. In design, it all too often leads to illegibility. This applies in both directions. After all, what is attraction, what is eroticism? The casual display of the fully revealed whole, or the play of gradually unveiling its parts? No tension, no relation.