This. Is. Really. Important.

By William Germano. I know I’m not the only one who’s noticing display text—advertising, announcements, and the like—angling for the reader’s attention by placing a period after each word. So that you have to read it slowly. And feel the importance. Of every word. Of. Every. Word.
This is, I hope, a momentary infatuation with the beleaguered full stop, which typographers and art directors are enlisting to add emphasis to anything, provided the anything is brief, and preferably composed of words not in excess of two syllables. More...