Sample Typography Essay Cgd 218


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Sample Typography Essay Cgd 218

  1. 1. Typography, 1 [include your own cover page] Typography Typography in a design is very important. It aids in communicating the artist’s message effectively. Berger (2008) defines typography as, “the art of selecting and arranging type or –in broader terms-using type in various graphic designs to obtain particular effects” (p. 97). The artist of a design has a particular message to communicate and through the use of typography is able to emphasize or deemphasize different parts of the text within his message. Berger (2008) also tells us that the typeface chosen affects how people will interpret a given message (p. 97). The choice of typeface not only deals with the size of type of but also with the basic shape, stance, dimension, size of letter, width of letter, and quality of line. According to Berger (2008), “readability is not always a function of the size of the type” (p. 102). Readability also is determined by the case of the letters and whether the typeface is condensed or expanded, bold, or italic sized. The artist has to take all of these aspects in to account when making his topography choice. In the example below the artist wants to reader to feel the emphasis on temperature and feel cold as well as read it. The use of the color blue is effective because in our society the color blue is associated with cold and water. The type face also has what appear to be chips within the lines supporting the thoughts of freezing water or ice. All of these things put together help to support the idea of something cold and arctic.
  2. 2. Typography, 2 It’s Chilly outside My next example is of typography trying to communicate excitement and speed. Let’s Go! The use of the slim leaning text encourages movement. The reader feels as though something is in motion. Almost as if the words were moving on the page. The color is vibrant and makes one think of the sun and the outdoors. Opposite of the first example, it suggest heat. Such heat, as one would feel if they were outdoors or doing some type of exercise. Berger (2008) tells how typefaces are suggestive: they catch our attention and give personality to the messages they convey (p.98). These first two examples are of two opposite messages, but by the use of color and typeface, an idea is instantly suggested despite the words chosen. My third example draws reference to the reader’s memories of a time in their childhood. The change in color through the letters reminds the reader of candy swirl lollipops. As children we all remember sucking the rainbow colored sticks. The wavy placement of the words gives one a since of floating on a cloud. The curling of the text also reinforces the feeling of something light and soft like a feather. The choice of colors is warm and
  3. 3. Typography, 3 comforting. Again, movement is suggested by the wave in the letters and the uneven alignment along the reading line. Unlike the previous example, the movement expressed here is soft and slow. It almost feels like a breeze. My last example is that of a design that expresses something child-like. Mommy’s Love The letters here are curled up at the end. There are very few points and hard lines. This reminds the reader of the soft comfort we associate with a mom and her baby. The choice of the color pink is reminiscent of the color traditionally chosen for baby girls. The text is cute and infantile, again, leaving a strong impression in the readers mind. The text here is slightly condensed as is that of a child learning to write. This example of typography is similar to the previous one because it reminds the reader of childhood, but is more specifically suggestive of a baby. Ultimately, Berger (2008) tells us that there is no absolute rule in design (p. 110). Despite this, all artists must take into the consideration the rules of good design. They must consider the typography, balance and proportion, movement, contrast, and unity of the elements within the design. The use of typography can be very powerful in a design because it’s an extension of the message. It can suggest things from the readers past or traditions in our society. If an artist isn’t careful, their choice of typography can completely change the intended message and ultimately stop any chance of the reader understanding what was supposed to have been communicated. Lastly Berger (2008) reminds us that design has the power to evoke certain responses (p. 117). It ultimately gives artist a large amount of control over what we, as consumers, find attractive or
  4. 4. Typography, 4 revolting. They play a major role in our society and in shaping how we see ourselves and others in the world.