For running text itself -- as opposed to posters and advertisements -- try The Elements of Typographic Style by Robert Bringhurst (http://www.powells.com/biblio

For running text itself -- as opposed to posters and advertisements -- try The Elements of Typographic Style by Robert Bringhurst (http://www.powells.com/biblio/1-9780881792065-1 http://www.powells.com/biblio/1-9780881792065-1). It goes well with Tufte's books.