Expressive Typography
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 different” frequently initiates a new chain of limitations and clichés.
The 70s and the 80s saw a trend away from bouncy Expressive Typography toward a quieter more direct and more orderly typography. But nothing is forever today we are producing a broad spectrum of typographic designs and it is the “New Wave Typography”
1.2 Objective and subjective representation
There are many methods of designing with type but broadly we can classify into two groups objective and subjective representation. Objective representation is practical and straight forward. It is characterized by a clear, ordered presentation of information that is shared in a direct efficient manner. Here the importance is given to a clear message. It plays no emotional impact on the viewer. Example maps, charts diagrams, timetables books etc.
Subjective representation is conceptual interpretative. It is used on a theme or an idea that creates an experience for the viewer. It allows a greater scope for complexity, it plays with a multiple levels of interpretation for the implied meaning of the design. It has an impact on the emotions of the viewer.
Expressive typography generates activity in most applications and a visual tension is created which helps in effective
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 different” frequently initiates a new chain of limitations and clichés.
The 70s and the 80s saw a trend away from bouncy Expressive Typography toward a quieter more direct and more orderly typography. But nothing is forever today we are producing a broad spectrum of typographic designs and it is the “New Wave Typography”
1.2 Objective and subjective representation
There are many methods of designing with type but broadly we can classify into two groups objective and subjective representation. Objective representation is practical and straight forward. It is characterized by a clear, ordered presentation of information that is shared in a direct efficient manner. Here the importance is given to a clear message. It plays no emotional impact on the viewer. Example maps, charts diagrams, timetables books etc.
Subjective representation is conceptual interpretative. It is used on a theme or an idea that creates an experience for the viewer. It allows a greater scope for complexity, it plays with a multiple levels of interpretation for the implied meaning of the design. It has an impact on the emotions of the viewer.
Expressive typography generates activity in most applications and a visual tension is created which helps in effective