Discussion Point 3 – Sandra Stepien

A strong understanding of typographic conventions is essential to graphic designers in controlling meaning. Traditions and conventions have established particular ways to communicate and emphasise ways in which the reader understands and reads. The rules are valuable references that provide an easy and quick way to produce coherency to a publication and being conscious of these rules can improve nearly everything you create. Personally, most of the guidelines from the lecture I have used in various work and have only helped me produce better design. However, I think clever designers can use typography to push the boundaries and experiment. Designers can create sophisticated, complex visual languages and by exploring the unexpected, publications can become more expressive and exciting. 

The example below is a simple yet clear example of the relevance of typographic conventions.

The example on the left has a very traditional approach to the contents page of their publication. There is a clear hierarchy achieved and the alignment creates a cohesive and readable layout. The quote in the top right hand position creates balance and combined with the strong visual image, the contents page is simple yet attracts the attention of the viewer. 

The example on the right also uses typographic conventions, but in a very different way. It again has a clear hierarchy but experiments with layout to produce a new reading to the contents page. The alignment is unusual and adds visual interest as the placement of the text is less structured and thereby produces movement and flow around the page. There is also a strong use of scale which is balanced well between the different visual and verbal elements, adding an unconventional twist to the publication. 

I believe having a strong foundation of typographic traditions can only benefit the designers work. The examples I have chosen highlight this as they both present the basis of common typographic guidelines. Ultimately, there are established conventions which facilitate clear and effortless communication but by pushing the boundaries and providing the audience with something new and innovative, typographic conventions can evolve.

References

Design Inspiration 2012, accessed 30 September 2012, <http://designspiration.net/image/772746826461/>.

Joseph Webb 2012, accessed 30 September 2012, <http://media-summer-assignment.blogspot.com.au/2012_01_01_archive.html>.