- Typography is pictures of words,
and graphic design at its core
is the combination of words and images.
The exact word or words
and the way they are depicted in layout
are as important as the imagery.
And there are times when the image quality is an issue.
So, how do we see and access content?
When we look at a layout,
we first scan for a recognizable image
and determine if we understand it or not.
If the image is a person,
we decide if we recognize him or her and what is happening.
Next, we look for a headline
that will confirm what we think
or provides alternative information.
In this case, the cover for the Israeli magazine block
issue number one.
And finally we access the smaller copy
for more detailed content.
Here, the information for the issue,
architecture, media, theory and the urban environment
for the winter issue.
Here's another example.
First, we are presented with an image
that needs an explanation.
What is that shape?
What's happening?
Yes, it may be a person and bike.
Then we decipher the headline.
LA, the Olympic rings, 2020, BMX.
This asks us to reconsider the image's meaning.
And finally, there is small detailed texts
and a logo to provide information about the product.
As the viewer,
we are carefully guided down this path and rewarded
with clear information after deciphering a puzzle.
This newspaper ad treats the headline inconsequentially.
We are left with a traditional photograph of a newscaster
to attract our attention.
If I'm not interested in network television news,
I would simply turn the page.
But I can grab the viewer's attention
by reversing the hierarchy.
I use the headline, already a strong statement
and make it the most important element
by using the largest area of the real estate.
Regardless of my interest in television news
this will stop me.
Playing with words as the image
is a good way to deal with images
that may be less than amazing.
This campaign highlights the emotion of fans
by plainly stating glory earned.
The images of the football players are overprinted with red
and secondary to the words.
This poster translates as stop noise pollution.
The layout succeeds because the words are clear and bold
and interact with the image
to provide the sense of sound,
really loud and annoying sound
that is pressing on the woman's head.
Rotating the image creates an underlying composition
of an X axis that adds power and intensity.
For the television network VH1's Rock and Roll Picture Show
CD case, CD and vinyl,
I didn't want to focus on only one image.
So I use the typography to evoke a sense of music.
The repeating forms function like beats of a drum
and simultaneously appear to be in motion.
For the vinyl I considered how it would become a pattern
when it is revolving on a record player.
As a designer, you may feel that it isn't your place
to comment on the copy,
but the content is a combination of words and images.
If the words can be better, make a suggestion.
Or explain your point of view
and let the writer solve the problem.
At worst, your client will understand that you are invested
and care about the communication as a whole.