A B C D E F G H I J K L M N O P Q R S T U V W X Y Z All
Nkrumah, Ernest Taylor
- Effective Use of Typography in Print Media Advertising, Case Study: Sekondi-Takoradi Metropolitan Assembly, Ghana
Authors
Source
International Journal of Innovative Research and Development, Vol 9, No 5 (2020), Pagination:Abstract
The primary focus of the study was on the effective use of typography in print media advertising. It has been observed that the visual perception of the use of typography in most communication design materials is sometimes overlooked by majority of graphic designers. In view of this, the study sought to examine, analyse and interpret the effective use of typography in print media advertising. Similarly, it sought to study and analyse the visual perception and emotional response to typography in print media advertising. The research approach was qualitative that generated narrative or textual descriptions of the study. Mixed methods research was employed and the instruments used in gathering data were direct observation and interview. Population for the study therefore was print media adverts found or mounted on the streets of Takoradi market-circle, Effia-Kwesimintim, and Sekondi in Western Region of Ghana. The findings of the study revealed that typography is an effective discipline with basic guidelines, elements, principles and factors to follow when designing to enhance effective communication in print media for an outdoor advertising. However, when designers resort to making decisions on typography and do not adhere to the basic rules, principles and factors for designing it has a negative impact on the use of typography for effective communication. It is recommended that contemporary graphic designers should explore and understand innovative mechanisms and basic principles for typographic design when developing print media for outdoor advertisement in order to positively draw attention of the viewer to a particular advertisement and also convey a particular message for effective communication.
The primary focus of the study was on the effective use of typography in print media advertising. It has been observed that the visual perception of the use of typography in most communication design materials is sometimes overlooked by majority of graphic designers. In view of this, the study sought to examine, analyse and interpret the effective use of typography in print media advertising. Similarly, it sought to study and analyse the visual perception and emotional response to typography in print media advertising. The research approach was qualitative that generated narrative or textual descriptions of the study. Mixed methods research was employed and the instruments used in gathering data were direct observation and interview. Population for the study therefore was print media adverts found or mounted on the streets of Takoradi market-circle, Effia-Kwesimintim, and Sekondi in Western Region of Ghana. The findings of the study revealed that typography is an effective discipline with basic guidelines, elements, principles and factors to follow when designing to enhance effective communication in print media for an outdoor advertising. However, when designers resort to making decisions on typography and do not adhere to the basic rules, principles and factors for designing it has a negative impact on the use of typography for effective communication. It is recommended that contemporary graphic designers should explore and understand innovative mechanisms and basic principles for typographic design when developing print media for outdoor advertisement in order to positively draw attention of the viewer to a particular advertisement and also convey a particular message for effective communication.