The use of writing

Writing describes the overall image of graphic symbols and signs compiled in a system to convey language, design, messages and ideas to others.
It will be silently and nonverbally, consciously and especially subconsciously remembered by the reader.

Subconsciousness shapes a person and is responsible for the fact that we are sometimes immediately accosted and attracted by certain designs, meaning products as well as labels. You are able to address exactly this subconsciousness.

You need to learn what happens between the letters, the words and lines, because only with this understanding you will be able to develop an outstanding design.

There are a thousand fonts conveying different messages and various feelings. Each font conceals its own statement wanting to be discovered and applied.
Which font is suitable for which topic? Should it be an eye catcher or simply well-readable at first sight? What are the tasks it needs to fulfill?

This concerns topics such as objectivity and reliability, distance and endurance, relaxation and a feeling of security, coolness and fun, of humor and familiarity.

As an example, the design of your business card includes several of the aspects referred to above. Approach the design in an objective way at first and deal with firmly selected attributes that provide your card (which should basically be a reflection of yourself in the smallest possible format) with a respectable impression. You want and should create a certain distance between yourself and the reader. This distance expresses itself in respect, which is then followed by persistent sustainability in the best case. However, you wish to enable the reader to feel relaxed and to assure him. Mix this with a pinch of coolness and a little wit – because what would life be without humor? You’ll be surprised how quickly familiarity will develop between you and the reader.

Answer the following questions to yourself: who is meant to read this? How should they read it? Which emotions do I want to arouse? Because emotions will stick. With the customized typographical means you are able to put your message down on paper.

Simply try it out yourself! There is hardly any message that cannot be strengthened and confirmed by a certain font. There are no limits to your creativity.