COMPOSITION
Words with Amanda Altman / A3 Design
All of our projects begin with the typography.
Q. How important is typography for A3?
Extremely important. Our job is visual communication. Design interprets how viewers react and respond to a message. The right font helps to communicate that message. A very elementary example is using a display font in body copy. You cannot read it. Or using an illustrative, gory, dripping font to typeset “Have a nice day”—it’s a contradiction. Designers have to understand typography to effectively communicate with it. How the letterforms relate to each other, how the typography relates to the rest of the design, and how the target market reads the message are all extremely important.
Q. What default typefaces ...
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