What do you think when you design typography?

Do you see typographic work and wonder what the concept the designer had in mind?

It seems like typography is relatively new that if we just treat the type interestingly and differently, that this is enough for it to be good design. I believe that it is always important that we keep in mind the concept of the work so that the treatment and design matches what the word is communicating.

Typography, Outline; Things Graphic Designers do A-Z