Anyone looking at a printed message will be influenced, within a split second of making eye contact, by everything on the page: the arrangement of various elements as well as the individual look of each one. In other words, an overall impression is created in our minds before we even start reading the first word. It’s similar to the way we respond to a person’s presence before we know anything about him or her, and then later find it difficult to revise our first impression.

Erik Spiekermann, Stop Stealing Sheep