The Importance Of Typography In Graphic Design

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Whether the use is taken into consideration or not, it is safe to say that any professional use of text utilizes some form of rhetoric in order to carry out the intended purpose, and hopefully, successfully does so. Although many consider it to be purely visual in nature, typography as a use of words also carries out this definition. Although it is previously established to be focussed on the arranging and appearance of text, by nature, the text itself must also be considered as part of the work’s purpose - In a sense, the text, especially in the field of graphic design, is its own genre. Perhaps this loss of understanding originates from how typography is considered and utilize by those in the field itself. That being said, what are the …show more content…
Again, it is most commonly understood that typography is a visual consideration of text rather than a literary consideration. With graphic design being a visual arts focussed discourse, many would not hesitate to challenge this definition of the genre. However, it is because of this definition of typography that graphic designers are able to more easily capable of manipulating the rhetoric. Perhaps this was best explained by Professor Yi Chen Chang during one session of the Intro to Graphic Design course when she stated that the typography should be seen as “one of your images for the content,” or, to clarify, that the text should be considered as if it were an image, not words. Although this seemingly aligns with the previously stated definition of typography, the connection is cut when she explained further - Rather than think about the words too much, simply think of their base meaning and base impressions. Typography as a genre took on a whole new meaning at this point in the interview. It is not just a focus on how the words themselves look, but how the words can be used as content, both through visuals and meaning, to heighten the meaning of the piece, and one of the most important aspects of this is sheerly how the words are perceived by an audience - how the words act as a …show more content…
Rather than utilizing an entirely new method for conceptualization, the artist considers the text just as they would an image - Does this portray the concept, theme, and or message they is meant to be conveyed? In design, there are a variety of ways in which the designer can go about creating their work, with the designer often choosing the methodology that suits the purpose for which that they create. The framework of a design system, therefor, can be defined on a personal level. However, specific design objectives should not conflict with the standards of good design and design methodology, but should rather show differentiation in the manipulation of the entity domain, functional entities, and interaction points in order to create an overall cohesive work (Pires 27). Although some artists work backwards and plan out an entire finished product and then follow through the steps in which to build up to it, it is much more common that a graphic designer follow the previous method. Consider the earlier perspective given for how graphic designers view the text that is utilized in their works; just as a writer should carefully choose their words in order to create the desired effect towards their target audience, a graphic designer must do the same. When asked about her process and how she narrows down the words she wants to use,

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