This chapter explains how
typographic messages permeate our culture to the level that they are often
taken for granted or not noticed. They are the most effective when they are
distinguished from the opposition. A
multidimensional language is something that is expressed through verbal,
visual, and vocal messages. Communication is key when it comes to representing
verbal language. To have an effective typographic message, there must be a
combination of logic and intuitive judgment.
Verbal and
visual equations are big thing as well. Signs are things that communicate ideas
that enhance and clarify the meaning of our spoken words. These signs operate
in two dimensions: syntactic and semantic. The mind is involved with
typographic syntax when the form of a sign is involved.
There are
two terms that are very important when understanding signs. The first one is
denotation. This refers to objective meaning, the factual world of collective
awareness and experience. The next term is connotation. Connotative observations
are often conditioned, for they relate to overtones and are draw from prior
personal experience.
Function
and expression is another aspect when it comes to messages. Functionalism is
used to describe the utilitarian and pragmatic qualities of designed
objects. Basically, it is equated with
clarity, purpose, and simplicity. Expressionism is another approach that
accomplishes it purpose through formal elaboration and ornamentation and creating
visual impact. “Innovative typography
can emerge when a designer fully understands communication needs and is able to
assimilate a diversity of visual ideas.” Overall this chapter explains how one
must understand the verbal and visual elements to typography in order to get
the message across to the viewers.
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