At Kelmscott Press the book-making was under his constant supervision and practical assistance. It was his ambition to produce a perfect work to restore all the beauty of illuminated lettering, richness of gilding and grace of binding that used to make a volume the treasure of a king. His efforts were constantly directed towards giving the world at least one book that exceeded anything that had ever appeared. Morris designed his type after the best examples of early printers, what he called his "golden type" which he copied after Jenson, Parautz, Coburger and others. With this in mind, Morris took equal care on the choice of his paper which he adapted to his subject with the same care that governed his selection of material for binding. As a result only the wealthy could purchase his lavish works; Morris realized that creating works in the manner of the middle ages was difficult in a profit-grinding society.