UNIVERSITY OF EDUCATION, WINNEBA

SCHOOL OF CREATIVE ARTS

DEPARTMENT OF GRAPHIC DESIGN

MPHIL VISUAL COMMUNICATION STUDIES

TYPOGRAPHIC VOICE AND VISUAL NARRATIVE

EXAMINING HOW TYPOGRAPHY HAS BEEN USED IN DIFFERENT MEDIUMS

SUCH AS BOOKS, COMICS, MOVIES AND ADVERTISEMENT TO ENHANCE

THE NARRATIVE

KELVIN LARTEY

8231980015

JUNE, 2023
 1. How Typography has been used in Enhancing Narrative in Comics

Typography has played crucial roles in the visual storytelling of comics. It goes beyond

simply conveying the dialogue and captions; it contributes to the overall narrative experience

by enhancing the mood, emphasizing key elements, and providing visual cues to guide the

reader. This examination explores how typography has been used effectively in comics to

enrich the narrative and create a more immersive reading experience.

Typography for Character Expression:

Typography can be used to convey the unique voices and personalities of comic book

characters. Through variations in font styles, sizes, and speech bubble designs, the text can

reflect the character's emotions, accentuate their speech patterns, or highlight their distinctive

traits. For example, bold and jagged lettering might be used to represent a villain's menacing

dialogue, while a softer and curvier font can convey a character's gentle or whimsical nature

(McCloud, 1993).

Figure 1. Typography used for Character Expression

Sound Effects and Onomatopoeia:

Typography has played a vital role in depicting sound effects and onomatopoeic words in

comics. By carefully selecting and designing the lettering, creators have evoked the auditory

experience of the depicted action. Words like "Boom!" "Pow!" or "Zap!" have been visually

rendered in bold, dynamic lettering to enhance the impact and excitement of the scene. The

shape and style of the typography amplifies the sound's intensity, speed, or direction, adding a

multisensory layer to the narrative (Eisner, 1985).

Figure 2. Typography used for Sound Effects and Onomatopoeia

Visual Hierarchy and Narrative Flow:

Typography aids in guiding the reader's eye across the comic panels and establishing a visual

hierarchy. By manipulating font sizes, styles, and placement, creators can direct attention to

key elements, control the pacing of the story, and emphasize important visual cues. For

instance, larger, bolded text may draw attention to crucial dialogue or narrative captions,

while smaller, unobtrusive text can indicate background details or subtle nuances (McCloud,

1993).

Typography as Environmental Design:

In addition to character dialogue, typography can be used to create environmental context and

atmosphere within comic panels. By incorporating hand-lettered signs, graffiti, or stylized

text, the visual environment can be enriched, reflecting the setting, culture, or mood of the

narrative. Typeface choices, such as gothic fonts for horror settings or handwritten scripts for

personal journals, can evoke specific time periods or emotions, further immersing the reader

in the story world (Lupton, 2014).

From the above, typography served as a powerful tool in enhancing the narrative experience

in comics. Through carefully considered choices in font styles, sizes, speech bubble designs,

sound effects, and environmental typography, creators have effectively conveyed character

expressions, establish narrative flow, and create a more immersive reading experience. By

leveraging the visual and communicative qualities of typography, comics transcend the

boundaries of words and images, captivating readers and enriching the storytelling process.
 2. How Typography has been used in Enhancing Narrative in Books

Typography has been an essential element in book design, going beyond mere readability to

become a powerful tool for enhancing the narrative. This examination explores how

typography can be used to elevate the reading experience, create atmosphere, convey

emotions, and reinforce the narrative structure within books.

Setting the Tone and Atmosphere:

Typography sets the tone and establishes the atmosphere in books. Through careful selection

of font styles, sizes, and spacing, typographic choices creates a visual language that

complements the narrative. For instance, using elegant serif fonts evokes a sense of tradition

and sophistication, while sans-serif fonts convey modernity and simplicity. Typography

creates the initial impression, immersing readers into the world of the story (Bringhurst,

2012).

Conveying Emotions and Expressing Character:

Typography conveys emotions and express the personalities of characters within a book.

Varied typographic treatments, such as using bold or italicized fonts, emphasize specific

words or dialogue, effectively conveying intensity or emotion. Handwritten or calligraphic

fonts provide a sense of intimacy, while distorted or fragmented typography suggest unrest or

unease (Spencer, 2018). By using typography to reflect the characters' voices and emotions,

the narrative becomes more vivid and engaging.

Signifying Structural Elements:

Typography helps to signify different structural elements in a book, such as chapter titles,

subheadings, and section breaks. Distinctive typographic choices, such as larger font sizes,
decorative fonts, or unique layouts, can visually demarcate these elements, providing visual

cues for the reader to navigate the narrative structure. Well-executed typography aids in

organizing information, enhancing clarity, and improving overall readability (Bringhurst,

2012).

Visualizing Textual Elements:

Typography visually represents textual elements within a book, contributing to the narrative

experience. For example, using typographic variations to represent different voices or dialects

of characters can immerse readers more deeply into the story. Additionally, typographic

treatments like drop caps or decorative initials add visual interest and create a sense of

craftsmanship (Spencer, 2018). Through the creative use of typography, the narrative is

visually enriched, capturing the reader's attention and imagination.

Figure 3. Drop capped letter ‘C’

Enhancing Readability and Flow:

Typography plays a critical role in improving readability and facilitating the flow of the

narrative. Proper line spacing, appropriate font sizes, and well-considered margins contribute

to a comfortable reading experience. Thoughtful typographic choices, such as selecting

highly legible fonts and optimizing kerning and leading, ensure smooth reading progression

and prevent distractions. Typography, when executed effectively, allows readers to fully

immerse themselves in the narrative without hindrance (Bringhurst, 2012).

Per the above, typography in books extends beyond functional considerations to become a

significant contributor to the overall reading experience. By setting the tone and atmosphere,

conveying emotions, signifying structural elements, visualizing textual elements, and

enhancing readability and flow, typography enriches the narrative, captivates readers, and

brings the story to life. The strategic use of typography can transform books into immersive,

visually engaging experiences that leave a lasting impact on readers.

 3. How Typography has been used in Enhancing Narrative in Advertising

Typography again plays a significant role in advertising by effectively communicating

messages, establishing brand identity, and creating a memorable visual experience. This

examination explores how typography has been used to enhance the narrative in advertising,

capturing attention, conveying emotions, and influencing consumer perceptions.

Capturing Attention and Creating Impact:

Typography has been a powerful tool for grabbing attention and creating impact in

advertisements. Bold, eye-catching fonts, unique typographic treatments, or unconventional

layouts are being used to instantly draw the viewer's gaze and make the message stand out

amidst the clutter of other visual elements. By using typography to make a bold statement,

advertisers can generate interest and curiosity, enticing the audience to explore further

(Samara, 2012).

Figure 4. Bold San-Serif font used in capturing attention in Advertisement

Communicating Brand Personality and Values:

Typography plays a crucial role in communicating the brand personality and values in

advertising. Different font choices, styles, and treatments evokes various emotions and

associations. For example, elegant and sophisticated fonts convey a sense of luxury, while

playful and whimsical fonts evoke a sense of fun and excitement. Typography becomes a

visual representation of the brand, aligning the audience's perception with the intended

narrative (Landa, 2019).

Figure 5. playful and whimsical fonts towards brand personality

Establishing Visual Hierarchy:

Typography helps establish a visual hierarchy in advertisements, guiding the viewer's

attention and conveying the intended message effectively. By varying font sizes, styles, and

placement, advertisers can emphasize key information, such as headlines or call-to-action

statements. A clear visual hierarchy allows the viewer to navigate through the ad in a

structured manner, ensuring that the narrative is communicated in a coherent and impactful

way (Samara, 2012).

Conveying Emotions and Storytelling:

Typography can evoke emotions and enhance storytelling in advertising. Through the careful

selection of fonts, typographic treatments, and even letterforms, advertisers can convey the

intended mood or narrative. Serif fonts may create a sense of tradition and reliability, while

handwritten or script fonts can evoke a personal and intimate feel. Typography becomes a

visual language that works alongside visuals to tell a compelling story and evoke emotional

responses (Landa, 2019).

Typography as a Brand Recognition Tool:

Consistent typography is crucial in building brand recognition in advertising. Unique

typographic treatments and custom typefaces can become distinct visual elements that

consumers associate with a particular brand. By consistently using typography that reflects

the brand's identity across various advertising platforms, advertisers can reinforce brand

recognition and enhance the narrative of the brand's story (Samara, 2012).

From the above, typography is a vital component of advertising, capable of enhancing the

narrative and strengthening the impact of the message. Through attention-grabbing designs,

brand-aligned typographic choices, visual hierarchy, storytelling, and consistent brand

recognition, typography plays a crucial role in creating a memorable and persuasive

advertising experience. By leveraging the power of typography, advertisers can effectively

communicate their narrative, connect with the audience on an emotional level, and achieve

their advertising objectives.

 REFERENCES

Bringhurst, R. (2012). The Elements of Typographic Style. Hartley & Marks Publishers.

Spencer, H. (2018). Typographic Textiles: The Role of Typography in Modern Textile Design.

Bloomsbury Visual Arts.

Eisner, W. (1985). Comics and Sequential Art. Poorhouse Press.

Landa, R. (2019). Graphic Design Solutions. Cengage Learning.

Lupton, E. (2014). Thinking with Type: A Critical Guide for Designers, Writers, Editors, &

Students. Princeton Architectural Press.

McCloud, S. (1993). Understanding Comics: The Invisible Art. Harper Perennial.

Samara, T. (2012). Typography Workbook: A Real-World Guide to Using Type in Graphic

Design. Rockport Publishers.