"How words are presented, are just as important as

what those words are."

WEWK 4

Ingram Kusaloka | Visual Communications

In this essay, I will explore the significance of word presentation in

communication, drawing from my background in graphic design. As a major in

this field, I've come to understand the crucial role that font, size, colour, and

positioning play in various design contexts, whether it's crafting a logo, a sign, or

even a birthday card. Leil Lowndes' book, "How to Talk to Anyone: 92 Tricks for

Big Success in Relationships," emphasizes the impact of visual cues on first

impressions, highlighting how humans are highly influenced by what they see

(Lowndes, 2003).

Firstly, I fully endorse the notion that word presentation profoundly influences

how messages are perceived. As humans, we heavily rely on visual stimuli, and as a

visual learner, I've experienced firsthand how the presentation of words can

significantly alter their reception. In our media-saturated world, where we're

bombarded with advertisements, news reports, and notifications, understanding

typography becomes essential. Typography, in essence, is the art of words, where

subtle changes in presentation can entirely transform the message's impact.

Through my graphic design studies and practical work, I've witnessed how minor

adjustments in font size and colour can elevate a mundane sign to the status of a

household brand. For instance, the evolution of the Nike logo from its humble

origins as "Blue Ribbon Sports" to the iconic swoosh symbolizes the transformative

power of effective word presentation.

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Additionally, the arrangement of words holds considerable importance in

communication, often overshadowing the actual content. The University of

Cambridge's study on letter arrangement exemplifies this phenomenon,

demonstrating our brain's remarkable ability to decipher words despite jumbled

letters. While this observation may not directly relate to typography, it

underscores the point that word arrangement can profoundly impact readability

and comprehension (Starr, M. 2018, March 31).

Furthermore, in our fast-paced society, the format and colour of logos and signs

have emerged as critical elements in capturing attention and fostering brand

recognition. Kathryn Ambroze's research on the impact of logo colours further

underscores this point, illustrating how colour selection can evoke specific

emotions and enhance brand memorability. Bright hues often evoke positive

sentiments, while darker tones may convey a more sombre tone. This emphasis on

visual appeal reflects our evolving understanding of human psychology and

consumer behaviour.

In conclusion, while the statement "How words are presented are just as important

as what those words are" holds some truth, it's evident that the way words are

presented holds greater significance than the words themselves. Through

typography, layout, and colour, communicators can amplify their message's

impact, leaving a lasting impression on their audience.

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References

Lowndes, L., Lowndes, L., & Lowndes, L. (2003). How to talk to anyone: The
Complete Collection of Little Tricks for Big Success. McGraw Hill.

Starr, M. (2018, March 31). Can our brains really read jumbled words as long as the
first and last letters are correct?. ScienceAlert.
https://www.sciencealert.com/word-jumble-meme-first-last-letters-cambridge-
typoglycaemia

Ambroze, K. (n.d.). The impact of logo colors. NMSBA.

https://nmsba.com/news/693-the-impact-of-logo-colors#:~:text=A
%20memorable%20logo%20provides%20differentiation,colors%20provoke
%20the%20opposite%20response.

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