Chapter 6: The Typographic Message
This chapter talks about the typographic message. I had never thought about typography being a
multidimensional language but after reading this chapter it made a lot more
sense. Reading about the Futurist
manifesto and how free typography expresses feeling through the typeface
reminded me of how we read type that is in all capital letters as though it is
being yelled. I very much enjoyed the
examples of poems to explain the visual side of multidimensional typography. The chapter emphasizes how important it is to
make sure that the verbal/visual equation of your design is appropriate for the
situation and message that is being communicated. The chapter then goes on to talk about
function and expression. The book describes
functionalism as “a term used to describe the utilitarian and pragmatic
qualities of designed objects” and explains expressionism creating visual
impact through formal elaboration and ornamentation. I learned that function is used for a
specific audience and expressionism uses a lot of uniqueness in the
design. Too much expressionism can ruin
the function of a design. I very much
liked the full page ads and the figures used throughout this chapter.
I chose this image from the internet to accompany my
response to chapter six because I thought it was a funny take on the multidimensional
language I mentioned about yelling in all capital letters.
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