[include your own cover page]
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
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.
It’s Chilly outside
My next example is of typography trying to communicate excitement and speed.
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
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
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.
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
revolting. They play a major role in our society and in shaping how we see ourselves and
others in the world.