Understanding Typography in Advertising
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Unit Purpose and Aims
The purpose of this unit is to;
The aim of this unit is to help learners understand how typography fits into visual culture and gain a wider cultural appreciation of its impact as a communications tool. The learner will also study how the screen is impacting typography.
Learning Outcomes
Learners will;
1. Understand how Typography has changed through the ages
Learners can;
1.1 Describe the uses of typography from historical artefacts, giving examples
1.2 Compare and contrast two distinct movements in typographic history.
Suggestions of methods to demonstrate changes in design of typography over time
2. Know how to Analyse typography in different cultures
2.1 Critically compare occidental and oriental typographies
2.2 Critically contrast occidental and oriental typographical styles
2.3 Explain how pictograms have been used as language giving a range/several examples.
3. Understand how Typography is changing in the age of screens
3.1 Describe how different screens and display technologies are affecting the use of typography.
4. Understand some of the key impacts that different typography can have on campaigns and messages.
4.1 Explain how different fonts can change the impact of an ad message by critically comparing and contrasting different campaigns.
4.2 Develop an example campaign showing how the meaning or impact of an ad is changed by use of different typefaces.
Learning Tools, Resources & Links
Things that will help the learner develop understanding of this unit;
Mentors please add your ideas, examples, case studies, links to articles, videos, etc. here.
Masterclass from Bruno Maag – 15th February 2011 – Hosted at School of Communication Arts
Demonstration of how typography changes with the times
One way of demonstrating the evolution of typography over time would be to take a field trip to a cemetery. Discuss the difference in design between headstones of different eras.
Web Typography
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Letterforms in graffiti art
Graffiti art often has beautifully-drawn letterforms. Take a look at the changing graffiti wall in Curtain Road london EC2 and at the parallels between spray can lettering and the hand lettering found in mid 20th century poster art.
Great examples of typography in Adverts which really work !
http://www.noupe.com/inspiration/gorgeous-typography-examples-in-advertising-design.html
Legibility, Context and Creativity
Letters and the words that they form are home for language and ideas. As in all applied arts, functionality lies at the heart of type and lettering. Letters are inherently functional, their appearance can evoke a surprisingly wide range of emotions and associations – Everything from formality to professionalism to playfulness, sophistication, crudeness and beyond.
Legibility is what makes letterforms recognizable and gives an alphabetic letter the ability and power to speak through its shape. Legible letter look like themselves and will not be mistaken for other letters or shapes – an A that no longer looks like an A ceases to function.
Some Letterers and designers pursue an idea of visual style rather than straightforward utility. In these cases the appearance of the letters themselves can take as much importance as the text they contain or even more. Unusual, illustrative, or otherwise hard-to-read letters often convey a high specific visual or intellective tone and are meant to be looked at rather than through. Lettering & Type, Creating Letters. Designing Typefaces’ by Bruce Willen and Noel Strals
He has created typefaces and type illustrations for some
of the world’s biggest companies, publications and events,
including the likes of Apple, Nike, Intel, The New York Times,
The 2010 Vancouver Winter Olympics and JD Salinger’s final
reissue of The Catcher in the Rye.
Previously a Senior Type Designer at Monotype Imaging
for nine years, he developed custom typefaces for clients
including British Airways, Waitrose, The Daily Telegraph,
H&M and Barclays. www.seblester.co.uk
The ad is the typographer’s client?
Typography is the loudspeaker of an ad. The message transmitted by a song or a telephone call can be the most intelligent, witty and emotionally attractive one, if the loudspeaker of the device is not working well people lose attention and interest. Read through Saul Bass entry credit design, how well it reflects all of the movies tone of voice. The man fully understood how to create an emotion and desired tone of voice right at the start of the film, before the story has even been started to be told.
Have a look at this video here
It is only a minute long but tells you an awful lot about typography and how much of an impact typography can make to the message a pice of communication is trying to submit.
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