Across, and in-between, image, text and Typography in Graphic Design
Date Issued
September 30, 2023
Author(s)
Abstract
The process of visualizing verbal and cognitive information in graphic communication is a
complex and dynamic interplay between language and design, using images and typographic
characters. Written text is inherently multimodal, with semiotic characteristics that contribute
to its linguistic meaning from different perspectives, while images can be iconic or symbolic with
more complex semiotic interpretations. Moreover, letterforms represent phonetic sounds and,
when combined with images, create additional interrelationships that impact message
communication. This paper utilizes semiotic analysis, drawing on Bertin's (1967) theory on the
semiology of graphics, to investigate the relationships between image and text in a series of
advertisements that use visual metaphor as a major technique in their construction of messages.
Specifically, the study examines the visualization of verbal messages in terms of their shape, size,
color, tone, texture, placement, and orientation, as well as in relation to metaphoric imagery.
The findings suggest that the process of interpretation not only requires a correlation between
verbal and nonverbal elements but also necessitates knowledge across and in-between the
metaphoric signs used within the images.
complex and dynamic interplay between language and design, using images and typographic
characters. Written text is inherently multimodal, with semiotic characteristics that contribute
to its linguistic meaning from different perspectives, while images can be iconic or symbolic with
more complex semiotic interpretations. Moreover, letterforms represent phonetic sounds and,
when combined with images, create additional interrelationships that impact message
communication. This paper utilizes semiotic analysis, drawing on Bertin's (1967) theory on the
semiology of graphics, to investigate the relationships between image and text in a series of
advertisements that use visual metaphor as a major technique in their construction of messages.
Specifically, the study examines the visualization of verbal messages in terms of their shape, size,
color, tone, texture, placement, and orientation, as well as in relation to metaphoric imagery.
The findings suggest that the process of interpretation not only requires a correlation between
verbal and nonverbal elements but also necessitates knowledge across and in-between the
metaphoric signs used within the images.
Subjects