Robert Bringhurst tells us what to do
From Robert Bringhurst's Elements of Typographic Style
The typographer's one essential task is to interpret and communicate the text. Its tone, its tempo, its logical structure, its physical size, all determine the possibilities of its typographic form. The typographer is to the text as the theatrical director to the script, or the musician to the score.
The first task of the typographer is therefore to read and understand the text; the second task is to analyze and map it. Only then can the typographic interpretation begin.
The typographer must analyze and reveal the inner order of the text, as a musician must reveal the inner order of the music her performs. But the reader, like the listener, should in retrospect be able to close her eyes and see what lies inside the words she has been reading. The typographic performance must reveal, not replace, the inner composition. Typographers, like other artists and craftsmen- musicians, composers and authors as well- must as a rule do their work and disappear.
SKETCH OF ONE OF MY LAST CCA PROJECTS, SLOW - BLACKLETTER S