Role of Typography in Design - Essay Example

Typography in Design Name Date Course Typography in Design Introduction Typography is a significant aspect of design and it has been used for centuries. It helps in communication purposes. The concepts involved in typography must therefore be well understood by the designers in order to come up with effective typographical works. The usage of typography has been evolving over the years and this has played an essential role in improving on the works. The use of computers has also lead to changes in typography. It is therefore important for the designers to fully posses the typographical knowledge. It is also important to note that the current education to the students who are set to undertake typography does not address some of the important aspects of typography. The knowledge of typography is important during the process of choosing the typefaces and its arrangements (Felici, 2011). The arrangements of the typefaces affect the whole design. Understanding the basics of typography is important for the designers and thus the need for knowledge with regards to typography. Garry Emery has made various comments with regards to typography which is useful to the designers. Language is also an important aspect of typography according to Garry. The comments are relevant to the current designers considering the nature of typography. Different values can also be expressed by the designers through typography. The response to the comments from Garry from different people is useful in terms of determining the relevance of typography to the designers. The response of my design partner to the comments will also be considered. My design partner is Dieter Rams and has a lot of experience in the filed of design. He was born in Germany in 1932 and he is associated with Braun Company and functionalist school of industrial design. In 1960s he was involved in the design of furniture collection for Vitsoe (Klemp & Ueki-Polet, 2011). Due to the high quality of his design, it was regarded as an apogee for modernity back in the 1960s. He has been concerned with the trends of design and has developed 10 principles of design that is ideal for a good design. Dieter Rams has also won many awards in the field of design and hence the expertise and experience that he has on matter dealing with design including typography. The response from my design partner will therefore be useful due to his high level of experience. The paper is therefore a response to the comments of Garry Emery with regards to typography. Discussion Garry comments that Language is the heartbeat of typography as most of the things that are done by the designers require language and text information. Designers usually use typography top explore look of type and what type says. This plays an important rile in creating communication and hence the importance of language in typography. I agree with the comment of Garry that language is the heartbeat of typography. My partner designer Dieter Rams is also in agreement with the comment that language is the heartbeat of typography as it is reflected in some of his principles. According to Dieter Rams, a good design is usually unobtrusive (Lovell, 2011). This means that the design should leave room for the user’s self expression. This is an indication that my design partner would agree that language is important in terms of typography. My design partner also emphasizes that a good typography should utilize the concepts of communication for the purposes of ensuring that the audience understand the method. Communicating the message is important in typography and hence its relationship with typography. The designers have to balance the visual and verbal aspects of design and hence making language the heartbeat of typography. The visual language plays an important role in typography. It is possible for the audience to understand the issues being portrayed in typography through the use of the visual language (Yoshinaga, et al, 2011). This means that the designers have to ensure that the visual aspect of the design is powerful so as to enable the audience to understand it. The transmission of message through the use of visible form can be achieved through typography. The significance that has been created by typography is also considered as a visual language. This therefore plays an important role in establishing the relationship between language and typography. In a typographical work, the visual language usually does all the talking and hence its relevance to the designers. The designers have to understand the importance of language so as to come up with quality works. Dieter Rams has always emphasized on the aesthetics of a product which is useful in ensuring that the product can be understood by the audience. This forms the second principle of a good design according to his classification. It is for this reason that my design partner would agrees that typography can be used for the purposes of presenting messages and hence communication. . Typography is at times used during advertisements for the purposes of promoting certain products (Walker, 2014). Language is thus important in terms of enabling the audience to understand the message. Typography can also play an important role in terms of bringing about physical response and it can it can also lead to emotions. This is due to the presentation of the message and the use of visual language. The relationship between language and typography is important and this is useful in creating and understanding among the audience. The ability of typography to elicit emotions is an indication that communication is taking place (Devendorf, 2012). Communication on the other hand can only take place in the presence of language which in this case is visual. This is considering that all visual communication employs typography. According to Garry’s comments, language and typography are usually influenced by factors such as popular culture, regional influences and globalization. This is true in the modern era and my design partner would fully agree to it. A lot of changes have been taking place in the field of typography and the language used during the purposes of communicating with the audience. The use of technological concepts like computer has affected typography. The designers must therefore understand the factors that influence typography so as to come up with quality works. My design partner Dieter Rams would also agree with the comment of Garry that typography is influenced by various factors like regional influences, globalization and popular culture. According to his first principle, technological development offers new opportunities to the original design (Yan, 2012). This is an indication that he recognizes that typography is affected by various factors that is related to the modern concepts. Typography as a language has been influenced by the digital environment that is increasingly becoming common in the field of art and design (Legge, 2011). It is therefore important for the designers to understand how language can be used in the digital environment. Globalization concepts also play an important role in terms of ensuring that the typographical works can be spread across the globe. This means that uncontrollable aspects still influence typography (Yeo, 2011). The knowledge, experience and perception of the viewers are important influential factor in typography that should be understood by the designers. The designers may be skilled and knowledgeable but they must understand the uncontrollable aspect and hence the relevance of popular culture in typography. It is also important to note that most of the students who are studying to become designers may not fully understand the uncontrollable aspect as well as the concepts of language in typography. It is for this reason that most of the students are unable to carry out the typographical works due to the failure of the system to address such issues. My design partner would also agree with this comment as one of his principles is about honesty in design. A good design should not attempt to manipulate the users but it should instead focus on giving a true reflection. Although technology is also simplifying most of the aspects of typography and design, my design partner still feels that the consumers should not be manipulated. . On the other hand, globalization has exposed the designers to various aspects of design including the digital environment and the popular culture (Strizver, 2013). Currently, most of the designers usually consider the perception of the global audience with regards to their works. The use of typography can also be useful in terms of passing the unpleasant messages in a pleasant way. The popular culture has brought about theses changes and hence improving the way messages are communicated to the audience. The combined communicative power of typography has therefore played an essential role in ensuring that the audience is able to understand different messages being communicated to them. The introduction of technology and globalization has impacted typography in various ways. The time taken to carry out a design has been reduced and hence making it easy for the designers to carry out the designs and test it within a short period of time. On the other hand, the tools that are usually used for the purposes of carrying out the design have been improved through the use of technology. On the other hand, it is also important to note that the process of coming up with the typographical work is much cheaper as a result of the introduction of technology. Technology has also led to an increase in commercialization of typography. Most of the students currently study in order to make money through typography. This has negatively influenced some of the aspects like quality. The quality of typography has been affected by the large scale commercialization which has been brought about by technology. However, it should not be assumed that technology has made typography completely easy (Craig, et al, 2012). The designers still need to learn about different aspects of typography. Learning the concepts creates a better understanding of typography with regards to the factors that affects typography. This is useful in terms of ensuring that quality work can be produced and hence leading to the satisfaction of the audience. The use of technology and globalization has also brought about competition in typography. This has played an important role in promoting creativity and innovations in typography. According to Garry, typography can be used for the purposes of expressing contemporary values through the use of emotive as well as the functional meanings of text to engage with the viewers. I agree with this comment and so would my design partner Dieter Rams. According to one of the principles of Dieter Rams, a good typographical work should be long lasting. It is through the long lasting nature that it can be used for the purposes of expressing the contemporary values. Typography has been used over the years for the purposes of communication. The contemporary values of the people in a particular society can be expressed and understood through the use of typography. This has played an important role in terms of ensuring that the culture of the people from different societies can be expressed. It has also important to note that the cultural aspects of different groups of people can be understood through the use of typography. On the other hand, it is also important to note that typographical concepts have been in existence for centuries. A clear understanding of the contemporary values of the people in the past centuries can be understood through typography (Tselentis, et al, 2012). In the ancient times, typography was used for the purposes of making seals for different currencies. The types of typeface have also changed over the years. This is due to the changes that have been taking place over the years. Expressive typeface is also used in typography for the purposes of manipulating the meanings of provocative text. The issues that affect the society can also be conveyed through typography and hence is relevance in expressing values. In London for example, the commercial sex workers usually use promotional cards in phone boxes for the purposes of advertising their services. The cards are usually easy to interpret and it well known in the society. This is an example of use of typefaces to promote certain aspects in the society. It is important for the designers to fully understand the concepts of typography. This is because it is useful in enabling them to determine the appropriate typeface that can be used for the purposes of expressing different values in the society. Reinforcing the meaning of different statements can also be achieved through the use of typography. This is usually common among most of the musicians who use typography for the purposes of reinforcing their statement through the use of typography. Typography has played an important role in terms of adding emotions to communication in the modern times. This is especially common in the film, television and online broadcasts. Themes and moods are usually displayed in the advertisements through the use of typography (Heller, 2012). This plays an important role in terms of ensuring that the audience can be influenced by advertisements. The designers therefore need to understand the concepts of typography to ensure that moods and emotions are well expressed in films, televisions and online broadcasts. According to Garry, to remain relevant, typography should challenge and disrupts conventions and values. I agree with this comment and my design partner also agrees with the comment. On e of the principles of Dieter Rams is that a design should be as little as possible and it should avoid non-essentials. This is an indication that my design partner would see the need for challenging the conventions and values. Some of the values that are emerging are making the concepts of typography irrelevant. Most people currently believe that anyone with a computer can be a designer and deal with typography. This has affected typography and it is increasingly being affected as new values are coming into place. Such values and conventions should be challenged for the purposes of ensuring that typography remains relevant. The assumption that anyone with a computer can be a designer erodes some of the important concepts of typography that the designers should learn (White, 2013). The quality of the typographical work is therefore being affected by the changes that are taking place in typography. The commercialization of typography is also taking place at a high rate. This means that most of the people who are involved in design are only after making money. This means that little emphasis is being placed on the traditional aspects of typography and hence making it irrelevant. According to Garry, experimenting, taking risks, results in a host of new ideas as well as abundance trivia. I agree with this comment and my design partner also agrees with the concepts of new ideas. My design partner has expressed support for new ideas through innovations. The need for new ideas is for the purposes of ensuring that typography is able to evolve. This is considering that technology and digitization is currently being experience almost every aspect of human life including art and design. The needs of the audience are also changing and this means that the designers have to ensure that their work is consistent with the needs of the audience. The development of typesetting has also contributed to the evolution of typography (Allen, et al, 2011). This means that the needs of the audience is set to continue changing and hence the need for new ideas. It is for this reason that the designers should fully understand all the needs of the audience with regards typography. Competition is also an important factor when it comes to design. Most of the companies that are involved in design are usually involved in a high level of competition. This means that innovative designs should be put in place for the purposes of ensuring that the quality of typographical work is enhanced. Most of the readers in the print media are also attracted to high quality design and typographical works. It is for this reason that some readers purchase the materials from specific media houses. However, it is also important to note that the process of generating new ideas may be costly. Risk taking is also important in terms of typography as it may lead to new ideas. The designers should be ready to explore different styles and techniques. The risks may also involve deviating from some of the normal designs that the people are used to. Exploring new techniques through the use of concepts of typography is important as it may result to new ideas being put in place. On the other hand, the designers should be ready for financial losses incase they are to take risks. However, it is also important to note that the risk may pay off incase the audience like the work. The reliance of certain techniques should also be avoided incase new ideas are to be developed. Experiments should also be embraced for the purposes of improving on the standards of typography. Experiments can be useful during the process of communicating emotions. However, it is important to note that experiments are also unconventional and they take a more artistic approach (Dane, 2011). Legibility and readability should also be considered during the process of improving the standards or developing new ideas. The designers should also ensure that their work can serve different audience due to the widespread globalization. The reduction in cost for carrying out designs also offers the designers with a new opportunity for making improvements on the standards. This is due to the use of technology which has currently being utilized by most of the designers. However, the designers should not loose focus on the key issues and aspects of typography. Conclusion In conclusion, it is evident that the concepts of typography have been in existence for centuries. It is also important to note that it has been undergoing evolution over the years. This is due to the technological changes which have also led to digitization. The comments that were made by Garry about typography are widely acceptable as they reflect the situation that is facing typography. Language is one of the main aspects of typography. It also plays an important role in typography and it can be used both as visual and verbal. It is evident that different factors affect typography. This is due to the changes that are taking place in the society. It is also evident that typography plays an important role in expressing values and emotions. This is considering that the expression of values and emotions has found suitable application in aspects like advertisements and films. It is also evident that the introduction of computes has seen an increase in designers. Commercialization has also impacted negatively on some of the typographical concepts. It is also evident that Garry emphasizes the need for developing new ideas and taking risks with regards to typography. Risk taking may end up being rewarding as it may lead to the development of new standards that are of high quality. List of References Felici, J, 2011, The Complete Manual of typography: A Guide to setting perfect type, Adobe Press. Yoshinaga, S, et al, 2011, Visual Translation: Experimental Typography Through the Cross-Cultural Process, Design Principles & Practice: An International Journal, 5(4). Walker, S, 2014, Typography & Language in Everyday Life: Prescriptions and Practices, Routledge. Legge, G, 2011, Does print size matter for reading? A review of findings from vision science and typography, Journal of Vision, 11(5), 8. Strizver, I, 2013, Type Rules: The Designer's Guide to Professional Typography, John Wiley & Sons. Craig, J, et al, 2012, Designing with type: the essential guide to typography, Random House LLC. Tselentis, J, et al, 2012, Typography, Referenced: A Comprehensive Visual Guide to the Language, History, and Practice of Typography, Rockport Publishers. Heller, S, 2012, Stop, Think, Go, Do: How Typography and Graphic Design Influence Behavior, Rockport Pub. White, A, 2013, Advertising design and typography, Skyhorse Publishing, Inc. Allen, P, et al, 2011, Reading in multimodal environments: assessing legibility and accessibility of typography for television, In The proceedings of the 13th international ACM SIGACCESS conference on Computers and accessibility (pp. 275-276). ACM. Dane, J, 2011, Out of sorts: on typography and print culture, University of Pennsylvania Press. Devendorf, L, 2012, AnyType: creating typography from anything, anywhere, In Proceedings of the 2012 ACM Conference on Ubiquitous Computing (pp. 546-546). ACM. Yeo, J, 2011, Beyond Typography: Exploration of Experimental Book Design through Typeface Anatomy, International Journal of the Book, 8(2). Klemp, K, & Ueki-Polet, K, 2011, Less and more: the design ethos of Dieter Rams, Die Gestalten Verlag. Lovell, S, 2011, As Little Design As Possible: The Work of Dieter Rams, London: Phaidon. Yan, C, 2012, Interpretation of Dieter Rams Design Philosophy from Braun Products, Packaging Engineering, 20, 031. Read More