One of the main troubles we have in setting books for readability is the set of largely subconscious rules we’ve learned over the years. In an entertaining and useful article today by Jonathan Hoefler named:
He gives us several examples showing why it is necessary to break common “rules” in the interest of both style and readability.
In the example he gives above, he shows the use of two virtually identical Dutch Old Style fonts. One is a display font, the other is a text font. He gets his contrast by using the boldest version of the display contrasted with the lightest version of the text font.
The important thing is that contrast is necessary
How you arrive at that can be creative and still beautiful typography which is easily readable. Of course, I would question his example because he is using 18-20 words per line which severely lowers the reading comfort. Plus the copyrighting of the title is quite poor. I would use something like:
We enjoy working directly with Agencies, Channels, and Brands to conceive, produce, and deliver your creative content so that it can be integrated to work across every possible media platform.
But that’s still a huge mouthful of words to digest as a whole. It should probably be two sentences. However, the article remains a good read.
You need to keep your mind open to inspiration at all times for creativity to flow well into a powerful result.