Typography is viewed in such a large spectrum in the world today. We see it on tv, the internet, in magazines, and on packaging. Typography is used to inform us, entertain us, and even incise us to do something. So with all its different uses and purposes many techniques and styles must be applied to make in successful in every context. As, we began to pour over different elements of type picking and choosing one that caught our eye. In doing so I began to notice a few reoccurring elements we as the viewers were more drawn to. We all seemed to enjoy very clean distinguishable elements, typography that has an added shock value, and typography that pushes legibility.
With society today we live in a fast pace word. So the faster a message can get across to its viewer the better. This has had an effect on typography as well. A large number of our findings were full of san serif typefaces with sparse all of the information is easily digestible. I think that this comes from the Swiss influence. The Swiss are in to grids and geometric lineage and patterns. This common for articles and page layouts. This also is sometimes tied with sophistication and wealth. This aides nicely for those who are drawn to a clear right to the point, clear design.
Another trend I began to see us put on the wall was typography with some shock value. This can be shocking as in freaky, like the close pin hand. This could also be shocking as in how it was created or produced, such as extremely elaborate hand rendered type, or even when type is made out of objects or creates an object. I could also just be shocking for purely what it says. Viewers like to be surprised or impressed, which isn't always an easy thing to do. Along these same lines views of typography tend to be more impressed with an ah ha moment allowing them to feel like they found something new, or they were clever enough to understand what the designer was trying to say or create. Whether this is finding type somewhere it wasn't supposed to be, or finding a hidden connection between the typography and the wordage on the page. This is derived from the New Wave postmodernism era of design. Where people started mixing typography with some imagery to give extra meaning. This is a very experimental way of working at type.
The last trend I found was pushing legibility. This is turing type into an art form. I think that this is more visually appealing than it is practical to convey a message clearly. This is part of the New Wave movement as well. This could add extra meaning turing the type into an image combining the two into one item. Typography is all around us and we need to keep pushing the envelope to find new trends or idea to meet the end goal which is getting a message or idea across to your viewer or audience. There are proven techniques designated for specific purposes but with changing things up and pushing the norm when you find something remarkable.
All of these trends are ways have the same purpose, to send a message to an audience or viewer. Now for what I am interested in or what I want to explore is type with packaging. Within packaging I want to explore the range of its voice. The first logical avenue of this voice is for the package it speak to the viewer. This can be as simple as telling you what is literally in it like "juice" or the ingredients, or the believes behind people or company. Another way to perceive this voice for the package is it loud quite, bold, or subtle. Also the package can speak for its viewer in a way of customization. This way each individual buyer how may be buying the product for all different reasons or occasions can customize their product in their own way. Also this is a way that the common person can be involved with typography and interact with graphic design. This will give people some options and a more personal feel or connection with their product because they can be a part of its creation. Most people see adds and messages and type but dont realize why they are drawn to it or why it is affective. This may help common people have some typographic awareness and greater understanging in the long run. If not then they these can just be some very talkative packages.
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