The awareness of how popularity and importance of typography has grown within the mainstream culture of today’s society. Typography is the art and technique of type design. It is the driving force behind all forms of communication. Many times people underestimate the true affect and role typography plays in our everyday lives although it is all around like on our clothing apparel, billboards, posters, graffiti and so forth.
There is no denying that typography plays a key role in making any graphic design successful. All design is 95% typography. It helps business stand out from one another. Designs may give them a visual instantiation of the brand but the selection of typeface plays an equally important part as does color, images, or graphics. It allows the designer to be creative and stand out from other. Typography is becoming key in advertising. There have been a significantly large increase in the amount of advertisements that use typography to get their message across. These advertisements have been proven very successful because they leave an impression in the minds of the consumers. It influences how readers process information and engages the consumer.
Typography is also a key element in web design. The way the text is presented is essential readers want the information they are looking for as quickly as possible. So web designers have to take into consideration the font, point size, color and line length of the text for it has to be visually appealing and readable. It has a huge impact on multiple aspects of the website including mood, perceived article length, user experience and more. Designers have to know and understand the different principles of typography before creating a web page in order to properly display vision and mood of the site.
Designers sometimes focus more on typography than they do the literal message because typography speaks louder than the words themselves. Designers are now exploring the visual impact of type rather than the extent of the verbal. Typography has taken control of the meaning behind the words. It can bring into play not only emotions of the reader but also physical responses for typography is used to inspire and shape design in order to get the message across, with the goal of making the viewer’s react. Mixing a design with literal meaning can lead to memorable outcomes. Typography can be aesthetically pleasing as well as functional at the same time.
Typography works alongside verbal language to create, enhance, and alter meanings of it. While the literal meaning is always important, the significance of type in influencing meaning should not be underestimated. It is the role of the designer to establish a tone that adds meaning to the verbal message and this cannot be done without typography. There is a lot of work that goes into typography and it can either make or break a design. It is an art and skill that takes time and practice to master, but it is one of the most powerful tools than can be used in designs.
(Photo Credit: Google)