Typography Article and Videos

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   From the videos I've learned that Typography overall, is used in echoey aspect of society throughout time in order to convey messages to audiences. The videos covered how companies use different fonts like script for example to appear feminine or elegant. The use of fonts in this way creates a positive correlation between a company and an idea. Different forms of typography have been, overtime associated with different values, to the point of a psychological impact on audiences. Sarah Hyndman in her Ted Talk on typography even mentioned how jelly beans tasted sour when paired with a jagged font than jelly beans paired with a bubbly, decorative font. Overall from Sara Hyndmans Ted Talk and Ina Saltz videos I've realized the importance the type of font can have on an audience and how a font can be used to empower the meaning of advertisements, company names and products in everyday life. 


   The article by comparison focused more on how to effectively use typography for all types of projects instead of the overall importance of typography. When choosing fonts find fonts that complimentary, attempting to find fonts that work well will in make finding fonts that work well together in the future. Attempt to establish a hierarchy, the best examples are found in business letters or other professional publishing formats. Establishing a hierarchy also helps the audiences navigate through a project by emphasizing the text which should stand out first. Any type of design ranging from professional to decorative can have a hierarchy but based on the project the designer must decide on how large the font is, the exact spacing of letters and words, as well as, the over all arrangement. Lastly the context of a project should be used to determine the fonts used. If the project is based on a historical event then a typeface matching the time period would likely be the best font to use. My favorite thing I read was about choosing complimentary fonts, I wasn't aware that choosing complimentary fonts was based more on a gut feeling and experience than any other determine factors. I had previously thought that the height or thickness of a font was used to determine complimentary fonts. This information will be useful in the future because when I need to decide on fonts I can rely more on my own instinct and experimentation than anything else.

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