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Type & Image COM 460 Fall 2010. “the visual and the verbal”. 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”.
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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”
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?
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
The fusion of type and image • Image as letter • An image can play role of a letterform in a word • Example: school supplies
The fusion of type and image • Letter/word as image • Letterforms can be altered/manipulated to also be image • Example: embedded arrow
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
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
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”
Example: VW campaign ad • Without the image, the headline is incomplete • Without the headline about the mule dying, the photograph loses meaning.
