Chapter 29. Evocative Typography
Evocative typography refers to a choice of typeface that reinforces the message of the words, type that evokes a desired response. Designers have always been very careful about their choice of type, and I know you have been through that process many times. You have a definite idea of which faces would be appropriate for different projects. You wouldn’t make a Garage Sale sign in German blackletter. You wouldn’t do a brochure for fire safety in a grungy, deconstructive font that’s hard to read (or set the directions in all caps).
What I want to accomplish with this chapter, though, is to encourage you to push the concept of evocative typography even further than you have been, and also to take a closer look at ...
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