Influenced by Modern design trends in Europe, Vanity Fair in 1929 got rid of all capital letters in their headlines. A few months later, the capital letters were reinstated and the design change was accompanied by a letter from the editor called “A Note on Typography”, reprinted in full on Design Observer.
The eye and the mind can adapt themselves to new forms with surprising ease. An innovation stands out at first like a sore thumb but before it has passed its infancy it has become invisible to the conscious eye. The unconscious eye, however, is another matter. It is vaguely dulled by the stale and hackneyed, it is antagonized by the tasteless and inept, and it is completely stopped by the involved and illegible. The unconscious eye is a remorseless critic of all art forms, it awards the final fame and final oblivion.