The way in which an everyday item, a logo, an advertisement, or a sign is presented in a particular environment can have a great bearing on a person’s emotional response.
Therefore, scrutinizing the emotional responses to typography has become a necessity. This insinuates that typefaces elicit an emotional response, employ visual cues to set expectations about the product, help to communicate a product’s underlying meaning, and complement products. If you see the same message in Helvetica, you know it’s probably on sale at Gap”. So if it says, ‘buy these jeans’, and it’s a grunge font, you would expect it to be some kind of ripped jeans or to be sold in some kind of underground clothing store. Featured in 2007’s documentary ‘Helvetica’, Neville Brody, a prominent graphic designer stated, “The way a message is dressed is going to define our reaction to that message in the advertising. Typefaces go beyond the apparent written meaning and communicate more than what appears to the eye. The wrong typeface can leave a design feeling disjointed, flat, and even give users the wrong impression about their products and brands. Be it expressing yourself with kinetic typography or a more static one, designers are fast jumping on the bandwagon to leverage the power of words. A diligent study of typography can help brands connect with users and set the tone of the entire project.
Broos (2001) further elucidates that “typography is defined “as the deliberate use of letters”, helping to make a case for typography as a valid discipline of study with parameters and rules to follow, rather than an ill-informed application.” Eliciting Emotions With TypographyĬan something as simple and innocuous as a typeface alter the meaning and implication of your words and the design in general? Of course! A typeface can add a new level of meaning or emphasis to your message. While Childers and Jass (2002) refer to typography as “the subtle art of designing communication by means of the printed word”. (McCarthy & Mothersbaugh, 2002).Īccording to Byrne (2004), Typography is the “arrangement of words and letters that conveys meaning and information.” In advertising, typography can add to a document’s personality, reinforce or communicate messages, and even influence emotions. Typography is vital in creating logos, advertisements, print copy, and other documents. Typography is one such element of graphic design that has a significant role to play in determining and enhancing the overall aesthetics of visual communication. The nature and role of graphic design, whether concealed or overt, affects all and sundry.
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