We See What You're Saying™
Typography, in appearance and application, is said to be anonymous when it does not influence or color the meaning of the message it’s represents. In this way, the messenger is not part of the message, only its conveyance, without affirmation or contradiction. The careful placement of typography can also support its position of anonymity, by keeping its focus on the content of the message rather than the appearance of the text.
When the typography, or its arrangement, is manipulated to embellish the text, one of two conditions results. Less becomes more when the application technique, of the typography, overwhelms the content of the message. Or, more becomes less when typography is applied in ways that negates the meaning of the text.
Balance between just so and too much is achieved when the visual arrangement of the typography is supportive of the text. In this way typography contributes to the understanding and the acceptance of the content.
Joseph Michael Essex Creative Director, Managing Partner