Invited by Graduate School, Shanghai Normal University, China
About Typo-Image
Texts are always parts of other texts; there is never a pure text.
Albert Young Choi developed the ‘Typo-Image’ methodology, integrating typography and image utilizing “text is always part of different text, and never pure text.” Through the ‘Typo-Image’ methodology, students learn and explore ‘Deconstruction,’ a form of reactionary analysis introduced by Jacques Derrida, a leading French philosopher in the 20th century. It includes an attempt to take apart and expose the underlying meanings, biases, and preconceptions that structure how a text conceptualizes its relation to what it describes.
One of the things that make typography very powerful is that it can have different meanings. So, with this in mind, designers can assume that the purpose of typography is inconsistent and constantly changing, such as the fluid nature of letterforms and negative spaces. Image-like typography (Typo-Image) is highly referential, especially today when visuals deal with creativity and re-appropriation. Our society has also become more communication-oriented. Also, it has become more critical than ever to realize that typography has the potential for meaning and interpretation.
I have been teaching this design methodology, Typo-Image, to understand semiotic messages through typography and image experiments. I continue to explore endless possibilities.
Typo-Image Projects: Bridging Typography and Imagery for Enhanced Communication
Typo-image projects seamlessly blend typography and imagery to produce effective visual communication. Combining text and images’ semantic and aesthetic qualities, these projects transcend conventional visual design, offering layered narratives that convey complex ideas and evoke emotions. This approach is widely applied in branding, advertising, editorial design, and interactive media, where impactful communication is paramount.
Key Features of Typo-Image Projects
- Synergistic Design: Typographic elements are not standalone but dynamically interact with imagery to create unified compositions. The integration fosters deeper meaning and resonance within the narrative.
- Dual Focus: Typo-image projects maximize audience engagement by combining verbal (textual) and visual (pictorial) storytelling. This dual approach ensures that both the literal and interpretative messages are amplified.
- Expressive Typography: Typefaces, letterforms, and their arrangements are selected or custom-designed to harmonize with the imagery’s thematic and emotional tone, contributing to the overall mood and message.
- Cultural Sensitivity: Particularly evident in methodologies like Culture Code Brand Design (CCBD), these projects embed cultural motifs, symbols, and narratives, enhancing their relevance and relatability to targeted cultural or demographic groups.
Examples of Typo-Image Projects
- Advertising Campaigns
- Coca-Cola’s seasonal campaigns exemplify typo-image design, employing custom typography integrated with vibrant imagery to reinforce brand identity and evoke festive emotions.
- Nike’s “Just Do It” campaigns pair bold, minimalist type with evocative imagery to convey aspiration and determination.
- Editorial Covers
- Magazines such as TIME and National Geographic use typo-image techniques to create visually arresting and conceptually profound covers that draw readers into the featured stories.
- Motion Graphics
- In digital media, typo-image techniques enhance user engagement. Animated typography interacts with dynamic imagery in video intros, social media reels, and website interfaces, creating immersive experiences.
Typo-image projects exemplify the transformative potential of visual communication by intertwining type and image into cohesive, culturally resonant, and emotionally compelling designs. I’d be delighted to assist you further in delving deeper into specific methodologies or exploring potential project frameworks.
Workshop Assignment
Education Objectives
- Learn a significant design methodology and creative process
- Learn about constructivism in design
- Learn to experiment with typo-image, making messages and styles by exploring typography and image relationships.
Project Brief
Laszlo Moholy-Nagy (a Hungarian artist, designer, and educator) developed the concept of Typo-Photo, any synthesis between typography and photography, which was the beginning of the central medium of graphic design.
I developed the concept of Typo-Image, an extension of Typo-Photo incorporating a semiotic theory exploring aligned messages with the visual impression and emotion, which is the methodology of visual communication design in the 21st century.
With this concept, the students will learn and explore Deconstructivism. The development of postmodern architecture that began in the late 1950s was influenced by the theory of “Deconstruction,” a form of semiotic analysis introduced by Jacques Derrida, a leading French philosopher in the twentieth century.
The final experimental poster designs were exhibited in the gallery building, where students, guests, and I evaluated and celebrated the study.
Requirements
- Your inspiration!
- Your sensibility!
- You must have basic design knowledge and skills in typography, color, image, layout, and production.
- You must be at an intermediate level to utilize Adobe Illustrator, Photoshop, and Microsoft PowerPoint.
- Your brain must be free to explore. If not, don’t worry. You will be anyway!
Reference
Philip B. Meggs, Type & Image: The Language of Graphic Design (1989). Van Nostrand Reinhold. ISBN: 9780442258467
Study Process Record
The color plotter is printing out A0-size posters designed by graduate students in Shanghai, China.
Opening reception of the exhibition
The students were wandering in the fog. But their hard work in class enabled them to achieve the top. I am so proud to have these bright students, and I hope the best for their future. Thank you.