I would venture to dub
Chapter 6: The Typographic Message my favorite chapter thus far. Volleying
objects of visuality and education; tackling the layers of a multidimensional
language with verbal, visual, and vocal expression, the art of "message" is both
described and questioned in a culture driven by these natural - verbal and
visual equations, if you will - and developed laws of brand, communication,
appeal, and efficiency. Messages are everywhere, subtly affecting our choices,
feelings, and preferences, yet it is most powerful when it stands out from the
generic sea of those messages which we consistently ignore or brush off.
Today, more than ever,
we as designers have access to the most resources in order to stay relevant,
practiced, aware, and creative. We also live in a culture that is so overly
saturated with "message" that it is entirely too easy to fall into a trend or
pattern that waters down our impact and the power of our work. What this
chapter led me to conclude is that we have a responsibility to take advantage
of all that is available to us in order to produce the best work possible,
keeping in mind all of the considerations the book hands us. Where is the voice
in our work? Is there a balance of aesthetic and informative? What different
interpretations could a viewer have? Overall, are we striking an effective
communication with the widest audience possible - if applicable - and simultaneously
striking chord visually? Is there art in the midst of our message? These
questions can only help a designer refine and hone his or her end result, and I
am certainly enthralled to ask my own iterations of the above religiously.
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