USING TYPOGRAPHY AS A VISUAL CAN BE VERY POWERFUL
Marketing and advertising are channels in which we communicate your business’ story to your audience – but there are many ways to translate the message. While dynamic video and powerful photography are obvious visual elements that help tell the story, typography can be just as effective.
Often overlooked, typography can play an essential part in the storytelling process, but as a visual, not just the narrative. Styled typography can change the entire look and feel of an ad or marketing collateral, and can give it an artistic quality that evokes emotional responses from your audience. Isn’t that the goal in the end, to connect with your audience on an emotional level?
As shown in the samples at right, these can be elaborate text/font compositions, fonts combined with graphic elements, or simply-styled headlines that “paint a picture” using words, rather than photography or excessive graphics. As I mentioned before, when done well, these typographic elements can have an artistic quality that make it visually pleasing, and often engaging.
But in the end, for the typography to be successful, it must clearly communicate your message. Otherwise, its just another pretty picture.