This article studies the cognitive and communicative effects of typographical iconicity in poetry from the perspective of relevance theory. It argues that the visual aspect pertaining to an instance of typographical iconicity conveys a sensory impression, which perceptually resembles elements of the semantic material represented via the typographical iconicity’s lexical aspect. It is suggested that the non-propositional information relating to this impression can trigger the derivation of a wide array of weak implicatures which can combine to form an impressionistic and (...) indeterminate cognitive state described within relevance theory as a poetic effect. Furthermore, since the added effort, which the typographical iconicity requires to be perceived and processed, is offset by the derived implicatures, the use of typographical iconicity may be said to produce an optimally relevant level of processing. (shrink)