This chapter focuses on the shapes and forms that constitute writing, how it occupies graphic space and how it defines itself in relation to blank space and to other visual elements such as pictures, drawing and symbols. I consider how emphasis and authority are communicated and the ways in which distinctive layouts have become associated with different types of texts. Visual appearance is important when writing is used for decoration and embellishment, and in some cases, it becomes an art form in its own right. The chapter distinguishes between the display principle and the design principle.