Graphic designers play the role of a mediator to convey the message with clarity and interest, and the viewer solely relies on image and type to give form and meaning to the message and ideas. Typography is a structured system using shapes with learned recognition, therefore being an explicit form of communication. Images will have multiple meanings and interpretation depending on the viewers experience and memories, making photography more complex mode of communication. Photography is more of a visceral form of communication. The author notes that one needs to be in a mind stat that doesn't speak nor explain, rather absorb in order to measure the dynamic relationship between the two forms of communication.
The four styles of combining type and image are separation, fusion, fragmentation, and inversion. Separation relies on the type and image of a piece to work independently of each other, and fusion works by blending the two together forming unity. Fragmentation uses type and image to disturb one another to create conflict, and inversion is a form of fusion only type assumes pictorial properties and image with type properties. The practical applications of these styles are to present and clarify facts, tell a story, persuade, express emotion, and create an atmosphere.
I felt this reading to be very useful tool to understand different ways to work with type and image. Image can be used to capture a feeling or more broad communication, and type can narrow down the idea or message. Thinking about image and type as two forms of communication and how viewers react to them will help me understand the appropriate approach to future design problems.
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