Tschichold's background is in calligraphy, which sets him apart from almost all other noted typographers of the time (since many of them were architects). he became a leading advocate of modernist design: first with an influential 1925 magazine supplement; then a 1927 personal exhibition; then with his most noted work Die neue Typographie.
1- tschichold condemned all fonts except sans-serif (called 'Grotesk' in Germany).
2- non-centered design (e.g., on title pages.
3- standardized paper sizes for all printed matter, and
4- effective use of different sizes and weights of type in order to quickly and easily convey information.