Typography

Typography

What is Typography? 

Typography is the art form, by which letters and words are designed so they are more legible and appealing. It also refers to the arrangement and style of letters, numbers and other characters used during the process. 

The typography used in this poster has a consistent representation as to what the image is showing, making the viewer immediately recognise what is being shown to them. The individual characters themselves warp and change their shape to better fit the shape of the burger. This is an interesting use of typography, using the letters to create the shapes of the individualised components within the burger create an attractive and visually striking image to look at. The use of different fonts causes the viewer to see every part of the burger, picking out each of its “ingredients”. For example the word “bun” can be seen in a large, bold typeface coupled with its corresponding colour. This once again creates a visually appealing piece of 2D graphic design. The reason for this is due to the fact it reinforces the meaning of the text, when a viewer sees this typography they are promptly shown the image behind it, which in this case is the burger. The alignment of the text works well with the shapes used in the design, they match the shapes of the foods used. The colours chosen are a critical part of understanding the meaning behind typography, in this case the colours directly refer back to their original ingredients. There is a use of two typefaces within this design which helps to keep the design itself uncluttered and clear to the point, within these two fonts is a mixture of serifs and sans serifs, this makes for a more dynamic piece to view. The hierarchy used in this design is well constructed as the top and bottom of the burger is in a larger, bolder text whereas the main body text of the design is smaller. This causes the viewer to read each word in order of the burger itself. In conclusion this design is a great example of typography being used to create a stunning and visual graphic design. 

The typography in this 2D graphic design is not visually appealing, its overall design is flat with no clear-cut reference to healthy eating, it is just somewhat of a decorative inspirational poster. The use of decorative and basic typefaces do not necessarily work  together as a cohesive design. Using a single leaf does not help to promote the meaning of the text, neither does the text itself. The message is not as straightforward for viewers to see. Using a decorative typeface would not be a good use of typography, purely because decorative text usually follows along with trends, creating an impactful design that is made to last would benefit from a more bold and recognisable font. Aesthetically this design is simple and is not the most interesting to view, it does not provoke any inspiring thoughts, it is simple and monotonous.

The graphic design above is a redesign of the previous design, taking away from the design completely and simplifying it into an apple, the fruit that people usually think of when they think “healthy”, is automatically a clear give away for good health. The typography although simple, is effective in conveying its message to its viewer. The design in itself is clear and easy to look at, there is no confusion as to what it is trying to be.

Pinterest, available at: https://www.behance.net/gallery/865207/Typographic-Burger (last visited 04/11/21)