Typography
is everywhere. It’s in the books we read, on the websites we visit, on street
signs, billboards, product packaging etc. It’s the complete visual
aesthetics of any written word. Before the computerized age, typography was a specialised
skill that was confined to the worlds of stones then to books, billboards etc. Now
the worldwide web became a graphic medium, the art of typography exploded in a
thousand unique ways. Type is a visual language. It not just about letters but it’s
about a whole other set of information that comes with them. The message, feeling
and tone of the type is more important than the words themselves. Theo van
Leeuwen and Gunther Kress summarize it in their book – The Grammar of Visual
Design “The visual component of text is an independently organized
and structured message, connected with the verbal text, but in no way dependent
on it and similarly the other way round.”

This indicates that every written word can show two individual
meanings, the literal definition and the emotion suggested by the typography. visually
appealing presentation fonts facilitate communication and audience.  Lets take a look at Corporate Alphabet poster
by amound van den heuval and koert van mensvoort- 2007. The image shows certain
letters from a well-known logo, it’s very easy to tell what company logos these
are Because of the type, colour,
font the company used. This helps convey some information/meaning about the
company, making it a timeless designed logo. Visually appealing presentation fonts facilitate
communication and audience engagement. 

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