Dr. Puterschein, “noted typeface and typographic critic”, writes his criticisms for designers. The first clue is the nature of the text itself and the dead give away is the “Ratings Key” he utilizes.

In the text, Puterchien reviews the typefaces by leaving their functional nature behind and personifying the letters. I thought I might like to see the reviews written in the typeface they were describing, but letting Puterschein guides your imagination and the passages becomes a delightful game. In fact, I don’t believe the review would have been effective if he did this. By separating the typeface from the function, Puterschein makes the reader reflect, squint their eyes at formal details, and consider the typeface beyond being a vehicle for language.

The ratings key above is laden with design metaphors and insider information. First, the mention of Garamond and Matthew Carter as common knowledge assumes this is not the readers first brush with typography. Next, he assumes the reader will respect type enough to pay money for it, something only designers who have budgets for such things would do. Lastly, and possibly the biggest give away, is how he uses the point values as his rating system. The designers reading this can imagine the hierarchical differences of the pt. values in their minds because Puterschein is speaking their language.