Web Design is 95% Typography Reading & Response

The foundation of web design is typography. "Information design is typography" I imagine in a few years web design will be 96% typography haha because of the increase in content and the need for hierarchy and organization. Typography must be clear and effective otherwise what information that is trying to reach the consumer is lost. The idea of text as user interface is fascinating. Sites like google, ebay, and others that the article reference as sites that use simple interfaces and a strong identity at the same time. I imagine that their identity is strengthened by the use of less visual competing elements with the branding of the site. For example when you go to google.com you see what? The google brand and a search bar. Quite memorable.