Creative Wordplay
Type is a visual element — it is first and foremost pure shape. You can alter the shapes of a letterform by adding or deleting parts. You can stretch, bend, or manipulate letter shapes to reinforce the meaning of the message that you are creating. Type not only organizes the message, it helps to express it. In the hands of a graphic designer, type becomes a magic tool, capable of expressing any subject matter or emotion, be it humorous, factual, dramatic, inquisitive, direct or illustrative. The range of expressions and emotions that can be conveyed through typographic forms is limited only by the creative ability and imagination of the person designing with them.
Expressive typography is a term used to describe the technique of reshaping a word or text block into an illustration reflecting its own content. Type has a voice — it can shout or it can whisper. When you choose a typeface, be consistent with the message that you are tying to deliver. A typeface's visual personality can enhance or detract from its goal to reach a specific audience.
How Can I Create Expressive Typography?
The focus of the assignments that will correlate to this section require that you develop an idea of concept that establishes the framework for your design decisions. Once you have completed the research and brainstorming phases of the design process, consider the following strategies to convey your message:
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Substitute one or more letters of a word or phrase with an object or image. This adds and amusing and clever element to the typography and expands on the meaning of the visual message.
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Word ideas can imitate sounds associated with certain actions or objects. Manipulate the letters to visualize the sound and you can create a visual experience for your viewer.
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Letterforms can be constructed from most image.
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A typograph is a graphic image comproised of letterforms or words. A logotype is a good example of a typograph. A logotype is a word set in a particular typeface and designed to be a cohesive unit. It functions as a graphic identity for a product, company or service.
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New ideas are often derrived from old ideas. A cliché is an expression or idea that has become overly familiar or commonplace. Clichés provide us with a common language upon which to exapnd in new or different ways.
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Use contrast for emphasis. Contrasting elements function as reference points in a design. They help to establish a visual heirarchy and therefore clarify the message.
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Using an overly distinctive display face to illustrate a concept will not communicate your message as effectively or originally as applying your own personality through exploring different typographic possibilities. Students often spend too much time searching for that "perfect" typeface to solve a problem, when in fact, it is the idea applied to a typeface that communicates the message.
