As times have changed so have the way people read and react to thing. Things’ ranging from what is seen on TV or the Computer screen, or the way people view art. The Digital age has made people want to see faster and as an effect made it easier to see more together. Typography has become more of an aesthetic essential and not just a cool idea for a letterhead or a title. Thanks to the revolution of digital type, the use of Typography has impacted the digital world so much more then many people know, from web designed pages, posters, and magazine articles. The world of type has changed in the 21st century and can easily be seen if you take notice.
First of all we can see the biggest impact of typography in the WWW as soon as you open a browser and look for something. Instead of seeing basic code like we did when computers and the Internet first come to the public. Now, we see colorful and extravagant designs, eye catching and confusing at times. Letters going different directions and are different sizes and fonts, some faded and other bolded. All meant to make the viewer look. Gisele Muller talks about how simply using HUGE type in your web can catch the desired attention of your audience and it is up to the designer weather to use it in one word or sentence or the whole thing (1). The artier the site the more prevalent Typography usually is, not only because of the target audience but because the designer probably got excited about his type design. Regardless Typography in the 21st century in web design is mainly for conveying a message in the page layout to appeal to the audience.
Now, for Posters and Ads it is essential that the type layout be strategic if not the most intentional design element in the entire design process. When the focus of a posters design IS type, then it take a designer a lot more time and patience to make sure his message is clear, legible, and artistic AT THE SAME TIME (2). The design for a typographical poster is hard but can also be the most appealing due to the use of letters and fonts not just as letters in a word, but as a design element. For example the design in this piece has the, “S” as the image or the design elements that draws the viewers eye in and around the page. But, it doesn’t always have to be flashy for the design to make a statement or catch the viewer’s eye. A simple design with a clear statement and strong contrasting color choice can make the same strong typographical message as one with more (4).
Not only has type changed in ads and on posters of the years but also in famous logo design that also changed with the times, tying to appeal to a newer generation. Look at Pepsi and Coke for example; Pepsi has literally changed its logo 11 times from its original logo in 1898, while Coca-Cola’s logo has never changed its design since 1885. Interesting to see when typography works for one generation, sometimes it can last forever. The point is, the original corporate mark for Coke has remained unchanged for 124+ years. Except for a few tweaks here or there. Now, that’s timeless typography (3).
And Finally Typography for print has changed more then anything thanks to the digital revolution. Because of the different media that people can get information from paper and print just doesn’t have as much appeal as it did back in the good old days. Print ads have the hardest job, due to the already dwindling amount of viewers and how if someone does come across your article or ad in a magazine you are a page flip away from being forgotten. So in those seconds that you have the viewer’s attention you must convey a clear message in one singular image or design. The best way I can put it, I cant, so this quote should sum it all up, “A print ad copy consists of two elements: visual imagery and typograph. Although a picture is worth a thousand words, but the power of words cannot be underestimated. And the best way to illustrate words is through effective use of typography (5).” Older typography ads were simple, and to the point, maybe a picture, with a few words and a logo…that’s all. Now a day, the ads can have so many things going on that you really have to think and take notice to everything going on from one page to another. The best example I have is of the two Coke ads posted, where one of a woman on the beach reaching for a Coke and it simply says, “ What I Want is a Coke” and then the logo that says Drink Coca-Cola. Then the more resent ones only have the log in the corners with a little bit of text, and the actual design elements are either the Lemon peal curled up like the Coke “C” or the outline of the Coke Bottle with type inside.
Over all the digital revolution has taken effect on the design quality’s of all media and is a required asset for designers to have as well as be able to communicate and use properly. Type has never been need more as an artistic design tool rather then just a simple language then it does now in the 21st century, and I feel it will only continue to grow with the new mediums and newer designs every year henceforth. From web based type to simple ads in a newspaper, typography and its need to be used as more then just type has never been more apparent than now.
WORK SITED
1. 55 examples of huge typography in web design. by Gisele Muller on Feb 22, 2010. http://webdesignledger.com/inspiration/55-examples-of-huge-typography-in-web-design
2. 30 typography posters that you’ve probably never seen before. By Web Design Depot, Sept 11,2010. http://www.webdesignerdepot.com/2009/09/30-typography-posters-that-youve-probably-never-seen-before/
3. Timeless typoghraphy. A comparison of Coke vs Pepsi logos over the years. By Ken Loh, posted Nov 9, 2009. http://kloh.posterous.com/timeless-typography-a-comparison-of-coke-vs-p
4. 40 examples of beautiful typography in advertising design, By by Sebastiano on Mar 19, 2009. http://bestphotoshoptutorials.net/2009/03/19/40-examples-of-beautiful-typography-in-advertising-design/ (specifically #4 Cancer Patients Aid Association)
5. Cool Typography Print Ads, posted Nov 15, 2010. http://www.graphicdesignblog.org/cool-typography-print-ads/
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