I have been studying and working in graphic design for the past seven years. There are several factors that contribute to making a project or campaign successful and, in my opinion, choice of typeface is the most important.
Selecting the appropriate typeface is key. Each type font has a personality and an image… it is a communicator. The average person comes across an incredible number of different typefaces during the course of a day without realizing the unconscious emotional content that it projects. For example, if you receive a document from a law firm, you would undoubtedly have a completely different emotional response than you would if it were a birthday invitation. The document from the law firm will employ a typeface that conveys a sense of seriousness and importance, whereas type used for the birthday invitation will create a feeling of playfulness and fun.
Advertising is about communication and the relaying of a message, and a good part of that message is stimulated subliminally through the visual elements of the design. This is why it is important to choose an appropriate typeface. Consider a piece of mail that has “URGENT” stamped on it. The bold and blocky type makes you want to rip the mail open immediately. If the type was thin and whimsical, your concern is less likely to be aroused and may not open the envelope right away.
All typefaces are beautiful… in their own way.
What emotions do you feel from the following three typefaces?
1. 2. 3.
Graphic Designer at Sanna Mattson MacLeod
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