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Theory |
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Graphic Design |
Conclusion |
  David Carson, Magazine spread, Beach Culture, 1990. |
When designers think of typography, we invariably consider semiotics which consists of semantics (the relation between signs and the concepts they represent), syntax (the formal relation between signs in a system), and pragmatics (the study of signs in use). Depending upon our concept and our sensibility to typographic form the type can be our main concern or the invisible carrier of our message. In this sense typography becomes “... the raw material that goes into communication, serving man and his exchanges”.1 However, this definition does not take into account the expressive nature of typography. Type can take on a painterly quality creating an inviting visual texture much the same way as a Jasper Johns painting. It has been said that art director/designer David Carson uses type the way a painter uses paint - to create emotion, to express ideas. Carson uses new typographic forms in his layouts to express the meaning of his concepts and ideas. | |
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