Does designing a book follow a logical and well-thought-out process? Swiss graphic designer and typographer Jost Hochuli studies the crucial role played by instinct throughout the various stages of planning a book, from selecting a typeface and its size to determining the layout of the blocks of text.

Drawing on his own experience and examples taken from various books he created, Jost Hochuli considers the questions which arose while they were being designed and the importance of intuition in rational thought.