At the beginning of this chapter, two questions were posed, focusing on how we can achieve the second level of expression in type and how much we can actually communicate through a text. Although various examples have provided an indication of the answer to both questions, exact answers are still difficult to give. It might be that the reason for this is that people are reluctant to ‘demystify’ the subject of personality. Perhaps many people feel that congeniality is a matter of craftsmanship, which can or should not be studied. Likewise, the objective study of aesthetics is also regarded with some suspicion, especially experimental aesthetics. Possibly, such problem-oriented ways of investigating are considered a threat to the designer’s creativity, whereas theory can never be threatening simply because it does not test or correct common practice in the way the experimental approach tends to. It seems that, if we want our insights to become deeper still, the reluctance mentioned here will have to be forgotten.