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Type is the clothing that dresses words, giving them character, emphasis, and a subtle, but distinct personality that the reader often senses subconsciously.
Typography is the art of selecting and using an appropriate style of type, or font, in a way that reinforces the message of the words, without distracting from them. Text requires a typeface that is clear and legiblefancy letter shapes or ornaments distract the readerbut a big ad or store sign needs an eye-catching lettering style in order to stand out from the visual clutter and make a statement. Graphic designers are always coming up with new styles to meet both purposes.
Few people, even professional designers, can identify a font by name. Most people can, however, sense whether it looks exciting, reserved, modern, old-fashioned, edgy, tasteful, clear, or illegible; even design-illiterate customers get a sense of the values type reflects, if only subliminally.
Advertising agency creative teams tend to push to use the latest, hippest typefaces, often ignoring the standards outlined in clients' brand manuals. This can lead to the typographic design of the latest ad campaign looking quite different from, for example, the company's website.
While some degree of separation is unavoidable, the design of web pages and other |
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