Layout | Typesetting

The subtle setting for you story that sets the mood for your reader.

Whether it is a fancy Drop Cap at the start of each chapter, or a new font that subtly works with the genre of your story ~~ typesetting goes even further by setting the internal margins for the printing press, perhaps setting the saturation to work on recycled or cream vellum paper.  Much goes on behind the scene to make the look and feel of your book superior.