“Current practice seems not as concerned with typography as much as it is with the aura of the technology’s physicality, which can convey an erroneous message. This may also be why so many non-practitioners (and unfortunately, most graphic designers) associate over-inking, broken characters, deep impression, crude composition, etc., with letterpress. To paraphrase Martha, ‘and the wonderful thing about it is how varied each print can be!’”This piece from a recent interview of Gerald Lange at New Series has me wondering how other designers feel about letterpress printing. I ask, because one of the hats I wear is that of an apprentice letterpress printer, and my experience with other designers matches the description above. Printers, however, will tell you that good letterpress printing is even in color, with just a “kiss” of impression. How do you use letterpress printing in your work? Why do you choose it over another printing process? How do you sell your clients on the additional cost?