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The Power of Type
So imagine with me that you’re in the market for a new vehicle. You drive into the lot, and there in front of you sits a beautiful, new luxury sedan. You love the color. It’s got the heated seasts, nifty GPS and Bluetooth audio options you were wishing for. But it’s missing a few little things, like an engine, or a transmission, and, oh yeah, tires. Sound like the car for you?
It’s ridiculous to think of buying a pristine vehicle that looks pretty, but isn’t going anywhere.
Now suppress all those bad car shopping memories for a couple more minutes, while we shift gears on this illustration. Graphic design without good typography is like a car without tires. It’s non-negotiable. Dare I say, it’s where the rubber meets the road?
Graphic design is visual communication. Every design has a specific message to convey, and almost without exception that message will be found in type.
Well-executed type can carry a design on its own, without the need for photography or illustration. The form of the letters, their spacing and placement all have tremendous potential to add emotional meaning to a page.
Designers wrestle with fonts and software to create visual harmony between the very literal message of the words themselves and the subjective emotional message of the design. And when it works, it’s a beautiful thing.
Recently, we had the privilege of designing a flyer for Grace Bible Church of Menifee, California for an upcoming sermon series. What I love about this piece is that there are no images (unless you count the logo shapes). Big, bold letters and intense colors get right to the point and focus the viewer’s attention on the sayings of Jesus.
I hope you’ve enjoyed this very brief introduction to typographic design and its power to communicate thoughts and emotion. Until next time!