In today’s Information Age, reading has become one of the primary ways we gather information.
This puts typography at the forefront of the essential skills any designer must master in order to communicate effectively.
Reading creates the illusion it is a simple, effortless and automatic activity but the process builds on complex cognitive, linguistic, and social skills developed at an early age.*
Our non-conscious brain performs the task of reading. Here, the visual appearance of words communicates a great deal of information independently of what they spell out, and this happens without our conscious awareness. This enables type to take a short cut direct to the non-conscious brain, where it is estimated that 85% of our decisions are made.**
Typography is the technique of arranging type to create written language. When done well it gives the impression that type is ‘invisible’ because our eyes can glide, seemingly effortlessly, across the page. However, when typography is just designed to be easy-to-read it misses the opportunity to connect with readers on a deeper, psychological level. Type is a powerful tool that can influence the meaning of words; establish trust; emotionally engage; give words a personality and a backstory; enhance experiences and impact a reader’s behaviour.
*How psychological science informs the teaching of reading by Keith Rayner, Barbara Foorman, Charles A. Perfetti, David Pesetsky and Mark S. Seidenberg. **At least 85% of human decisions are governed by the non-conscious Buyology by Martin Lindstrom.
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© Type Tasting 2017. Type Tasting is an initiative by Sarah Hyndman of With Relish Ltd.