Basics Design: Design Thinking

Thinking in words

Designers need to think of words as words but also as visual design elements in

their own right, as can be seen in the examples below.

Some words are inherently more interesting than others

From a design point of view, some words are more interesting than others

because of the shapes they make on the page, but the inherent meanings words

have make some more powerful and arresting than others. For example, ‘death’

in the example below is arguably more interesting than the word ‘bread’.

Some typefaces are more interesting than others

As we will see later in this chapter, the typeface in which a word is set

communicates as much as the word itself. Different typefaces have different

‘personalities’ and convey different meanings accordingly. A typeface can

imply classical, futuristic, elegant or streetwise qualities, for example.

And let’s not forget, some typefaces are clearer than others

Clarity and legibility are important aspects of text communication. They refer to

the ease with which a person can read a message, in terms of the flow of the

component words, how the design aids or detracts from the ability to read it,

and the ease of reading a particular typeface.

Thinking in words

Words can be used in many ways to

communicate a message: they can help to

make it easily understood or can provide

a number of different possible meanings.

Design Thinking

Refinement

DEATH BREAD

CLEAR? CLEARER?

ELEGANT STREET

MY U

CK

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DALIMHE-DTP^1

Title: Basic Design-Thinking

Client: QPL Size: 160mmx230mm

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