Type & Image COM 460 Fall 2010

1. Type & ImageCOM 460Fall 2010

2. “the visual and the verbal”

4. The interaction of word and picture • Does text support images? Or do images support text? • Language can load the image with meaning • Type has a more specific meaning than images, so type can “bind an image to a specific meaning”

5. Relationship of headline to an image • Headlines (or titles) + Images • Can be redundant, say the same thing, reinforce the message • Can clarify, modify or extend the meanings of images • Do you judge a book’s contents by its cover?

6. The juxtaposition of type and image • Designers often combine type and image in new and unexpected way • Can intensify their communicative POWER • Can use design principles to achieve this • Such as size, position, value contrast

7. The fusion of type and image • Image as letter • An image can play role of a letterform in a word • Example: school supplies

8. The fusion of type and image • Letter/word as image • Letterforms can be altered/manipulated to also be image • Example: embedded arrow

9. The fusion of type and image • Text type as image • You can set type in a shape so that it becomes a symbol • Example: Text could fill the shape of a tear drop

10. Objective type and image • Letter plus image • Example: Artificial Intelligence (A.I.) • Word plus image • Example: Informational Sheet for Insurance about the dangers of glass

11. Visual-verbal synergy • “the cooperative action of words and pictures used together to create a meaning that is greater than the individual signification of the parts”

12. Example: VW campaign ad • Without the image, the headline is incomplete • Without the headline about the mule dying, the photograph loses meaning.

13. Ad for computer privacy screens