2.1 Exploring Typography
The art of typography has been around for centuries. It is dynamic in nature and the evolution has brought about a whole new meaning to visual communication especially in the branding sphere where differentiation is key.
Typography "is the art and technique of creating and composing type in order to convey a message. The term includes the design and function of alphabetic and analphabetic symbols to represent language" (Woolman, 1997).
McLean (1980) best defines typography as “the art, or skill, of designing communication by means of the printed word.” This “involves the design of books, magazines, posters or anything that is printed and communicates to other people by means of words.” On the other hand, Meggs (1998) describes typography as “the process of printing using independent letterforms to mechanically re-create hand-written interpretation of words.”
It is important to understand that typography and font are not interchangeable words. Font refers to the size and style (bold or italic) of typography.
Typography has a great impact on the visual culture of today and it surrounds our daily lives and its...
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...ent (Stanford Report, 2005).
The progression of methods in which written communication is produced and presented will continue to evolve. “From cuneiform markings on clay tablets, to pen and parchment, to the Gutenberg press, to computers and the internet, technology has always provided text with new mediums to express itself” (Lee, Forlizzi & Hudson, 2002).
Typography in any size business, as per Childers & Jass (2002), is able to be considered as an affordable design decision for brochures, in-store displays, coupons, and advertising. With these possibilities at their fingertips, marketing communications has so much potential to successfully communicate with their target audience, however the incorrect application of it can cause people to not bother reading the message. Therefore understanding it’s principals and employing the correct strategies is imperative.
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