Tuesday, January 28, 2014

Chapter 6- Bailey Ciombor

The Typographic Message


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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