TYPOGRAPHY

Typography is the art and techniques of arranging type and type design. Over the next two weeks we will begin working with type exclusively. We will think about and discuss the following questions. How does text/type influence our thoughts? In what ways can it influence our buying/spending habits? How can the use of text affect our perspective?

Look at the LOGO below:


The logo is so easily recognizable you instantly have all the information you need. It sends a clear message: BUY TIDE!!! Logos are powerful symbols that often incorporate some form of type/text.

Now look at it again...take your time...keep looking...

Think about our unit on color theory. How does the choice of color affect how you receive the intended message?

Blue and orange are complements. They complete the primary triad (triangle on the color wheel consisting of primary colors): Blue, Red+Yellow (Orange).

Notice how the warm colors are in the back. Remember how warm colors jump out and cool colors recede? If this is so, why not make the text warm instead of the cool blue? The answers lies in another area of color theory: emotions. Warm colors are alive and aggressive. Cool colors are calm and relaxing just like the smooth sensation one gets from, you guessed it, "TIDE!!!"

In closing, I am reminded of the late Mitch Hedberg:

“I want to be a race car passenger: just a guy who bugs the driver. Say man, can I turn on the radio? You should slow down. Why do we gotta keep going in circles? Can I put my feet out the window? Man, you really like Tide...”