THE USE OF TYPOGRAPHY IN VISUAL COMMUNICATION AND ITS IMPACT IN MODERN ADVERTISING

Abstract

Typography- the word sounds simple but it is an integral part of our life. It has the potential to carry the influential impact on the target audience through different media platforms like- movie posters, signboards, business cards, promotions, print packaging, videos, road signs and most vigorously representing in digital platforms like social media pages etc. In modern advertising, typography is trending as a powerful tool for an advertiser to express thoughts and emotions through text. Now a day’s people use to see several advertisements where the artist uses typography as a visual element to change consumer behavior and helps them to lead their buying decision. The study has analyzed the historical significance of Typography as its journey from the period of cave art, cuneiform and hieroglyphics to the creative implementation of its effectiveness in modern advertising. The study also included the adaptation of changing shell of typography by the people as hand written typography which played a vital role in the development of early Indian Cinemas. The revolutionary changes in characteristics of Typographical design with the help of technological advancement, advertisers and designers have found new possibilities to reach the behavioral approach of target audience in a creative way is also taken in to account.