Typography is and art...

Typography is an art. The way letters are formed on the page is prominent in the advertising and graphic design world. Advertisers use typeface to convey the message and grab attention. Here are a few examples:






This advertisement for Intermountain Guitar and Banjo grabs the readers attention with text. This text conveys the message but the typeface is rustic. This can be stereotyped as to what appeals to the customer of a guitar or banjo.





This advertisement for Harley Davidson resembles gothic typeface. This appeals to the rough edge that Harley Davidson is known for. The typeface is dark and dramatic, supporting the product and image of Harley Davidson.

The typeface within this Skittles Bubble Gum advertisement promotes the Skittles agenda. That is, it appeals to children. The type is bubbly font—also connecting to the fact that it’s an ad for bubble gum—and the rainbow tracing the letters is dramatic and will draw a child in with its colors.

Companies use typeface to convey their message. Depending on the product being promoted will depend on the typeface used. However, a company’s image is also conveyed through the typeface used. The typeface used makes the reader digest the advertisement in a tailored way. Advertisers are using the typeface as the message.

Helvetica

Helvetica is the most used typeface in our world. People with the trained eye notice it daily. The regular person does not. This typeface was developed in 1957 by typographers Max Miedinger and Eduard Hoffmann. Today, there are multiple forms of Helvetica, as any popular typeface.

As you can see above, Helvetica has evolved. These are only a few examples. There are more than 10 forms of Helvetica, not including lights, bolds, etc. These variations are popular in the advertising and every day world.

Helvetica is used on the subway:

In airports:

In common, everyday ads:

Helvetica is everywhere, whether we like it or not. Most people don’t realize it, but it is the most popular typeface in the world. Its "lack of emotion" make it the right font for anything. From street signs to advertisements, Helvetica can fit in anywhere.

Advertising has evolved over time. The overall design of advertisements is completely different than it has been in the past. As technology has evolved, so has advertising. Societal influences can also be attributed.

This advertisement for “Complexion Wafers” looks different today. Something like this:

Advertisements for beauty products have gone from being text-heavy to focusing on few key words and a beautiful model.

The advertisement first shown is informative and persuasive, however today no one is going to sit and read an advertisement like that. The Aveeno advertisement reflects society today. We want beautiful, young-looking women. All the reader needs to see is the big, but light, text of “Fight Aging.” That sells the product.

Most advertisements for beauty products are formatted like the ones above. Taking a look at the typeface used in "Fight Aging"-- it is simple and clean, like the product being sold. It is not bold and attention grabbing like it might be in a lipstick or lingerie advertisement. The typeface used in this ad for a product aiding complexion needs to be calming, not overwhelming.