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Expressive Typography Essay

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Expressive Typography : 1.1 What is Expressive Typography: In the 1960s there was a surge of Expressive Typography; in which the type is physically positioned or modified so as to literally illustrate the primary statement. Many designers employed Expressive Typography. Most notable was the work done by Herb Lubalin and Otto Storch in Mc Call’s Magazine. Some letter or a word would be reshaped to become an illustration of its own content. Sometimes an illustration was incorporated into the letters. And sometimes a simple line of type and an illustration were so positioned as to come alive. Commenting on Expressive Typography and other trends of the time, Allen Hurlburt suggests that striving for expressiveness and “something …show more content…

Typefaces have a vital role in expressing any emotion along with the composition. Typefaces have personalities- cold, sophisticated, wild or friendly- which helps to establish the attitude of the design. They provide an immediate first impression that is critical to the delivery of the message. Type has the power to engage or disengage the viewer and that is why they must possess the proper character to bring out the sprit of the design. [pic] [pic] Examples of typefaces with personalities Expressing type adds more impact to the meaning here, bold is literally bold and attitude has become positive attitude. Example: Here I have tried to express the meaning of a statement, ”I am sorry” and according to the tone of voice of the person I have expressed through typography. Fig.19 Fig.20 In Fig. 19 the emotion is guilty; the person really means it that’s why the statement is small at a corner. In Fig.20 the person is not sure if its his mistake so he is saying sorry just because he is compelled to say so that’s why the type is hidden, the person is not expressing his true emotions. In fig 21 the person is dominating and that’s why the type is bold and background is black it creates an impact of a dominating personality. Fig.21 1.4 Function of Typography When a reader looks upon a beautifully designed page, she is drawn, almost without even thinking about it, to read the words. She takes

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