Enhancing Visual Communication in Typographic Design: Arranging Forms, Formatting Grids, Utilizing Spaces, and Creating Rhythms

By Soo C. Hostetler.

Published by The Design Collection

Format Price
Article: Print $US10.00
Article: Electronic $US5.00

Successful visual communication is reliant on an understanding of practical typographic knowledge as well as an organization of visual components that represent a concept. In exhibiting clear messages in typographic composition, the designer must address the visualization and function of a compositional structure that creates an effective impact of visual communication for the viewer.
The advancement of technology can produce effective and eye-catching typographic compositions that also perform as dramatic typographical visual images. Understanding type as visual imagery, not only written content, creates distinctive powerful results that are supported by the integrity of fundamental compositional knowledge. In arranging visual forms into a meaningful message, the designer needs to experiment with several considerations such as developing the dynamic function of the visual field, exploring distinct alternative grid structures, engaging a unique sense of abstract forms, and applying powerful rhythmic movements of color and image that evoke emotional expression.
The purpose of this paper is to provide an overview of a design course in which students present metaphors of visual communication using typography with a supporting organization. Students experiment with typographical components, which generate a sense of spatial expression and represent the aesthetic values of visual expressions.

Keywords: Graphic Design, Typography, Visual Organization, Design Method

Design Principles and Practices: An International Journal, Volume 4, Issue 4, pp.251-262. Article: Print (Spiral Bound). Article: Electronic (PDF File; 8.008MB).

Soo C. Hostetler

Assistant Professor, Department of Art, University of Northern Iowa, Cedar Falls, IA, USA

Soo Hostetler is an assistant professor of Graphic Design at the University of Northern Iowa. She received her MFA in Graphic Design at Iowa State University and MA in Graphic Design at the University of Northern Iowa. Her area of expertise is in multi-media designs such as kinetic typography and motion graphics. Recently, Hostetler’s scholarly work has emphasized motion graphics, particularly kinetic typography and interdisciplinary research integrating motion, music and mathematical proportions utilizing digital technology. Her work has appeared in national and international exhibitions, and at such conferences as the American Institute of Graphic Arts (AIGA), International Digital Media and Art (iDMAa), Foundations in Art: Theory & Education, Hawaii International Conference on Art and Humanities: International Conference on Camouflage: Art. Science and Popular Culture, and Mathematical Association of America: MathFest.

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