Chapter 6 Response

Chapter 6 in our text is about the typographic message.  It discusses the different aspects of typography as a language of visual signs capable of education, persuasion, informing, and entertainment (111).  It also mentions the relationship between effectively sending a message and aesthetic beauty.  I think this chapter is important for us to learn because it sort of breaks free of discussing the technical aspects of typography, and addresses the cultural, artistic, and communications aspects. 

One of the important points made is that the typographic message is verbal, visual, and vocal because it can be interpreted verbally, visually, and audibly.  I think this point is especially important when considering the artistic aspect of typography.  Poetry is a perfect example of that.  The writer can reach you by not only composing meaningful words, but also arranging them in a manner that solidifies their point by using stanzas, line breaks, scale/weight etc...The text mentions the Dadaist and Futurist movements as significant moments where typographic design was “pulled into this artistic revolution” (112). The section on verbal/visual equations is important, especially when considering our next project.  It talks about how designers can manipulate typographic signs to attain a more expressive communication.  This section has a lot of depth in that ‘signs’ can exist on so many levels.  The authors talk about how one sign can represent various given its context—they used the example of the red dot.  The concept of ‘signs’ has so many layers and opportunities to be creative.  I also appreciate the simplistic aspect of using signs to communicate—it’s always interesting to consider what the simplest way to communicate a message is.  All in all I enjoyed reading this chapter.  Especially because of it brings to light the cultural aspect/implications of type.  It reminded me of traveling abroad. It’s always intriguing to see not only what kinds of signs other countries use on the street and in public areas, but what kinds of things they feel the need to make a signs for.