Graphic Design: A New History presents the history of different modernist designs in the early 20th century. Beyond the history, it also records the international style of Bauhau’s rise. In focus on the latest development of the global graphic design, the author discusses the influence of inexpensive and strong design software and the challenges faced by today’s designers. In the next edition of this book, I suggest adding a section of 3D Typography with accurate explanations and relative examples to the next edition of the book since the book needs to keep its relevancy and 3D Typography is the new influential trend of modern graphic design.
Fig.1. This composition shows how 3D design can enhance a logo design. Via Khatt Phatt.
First of all, the most important aspect of any marketing campaign is to get attention and make an impression on the audience. There are many different ways to achieve this, one of which is to add a three-dimensional effect to the information. The additional dimension layer separates the message delivery from the outside world, giving it an extra visual effect that draws the eye to the main focus(“3D lettering”). With the high requirement of graphic design from customers, 3D Typography are becoming popular that realistic style effects become more and more prevalent. 3D Typography provide viewers with the ability to experience something virtually in a completely different way(Fig.1). For example, injecting realism to a design project by using 3D Typography compared to 2D can invoke a more realistic and immersive experience for the viewer just like how a VR device would compared to a flat television screen(Carrie).
Fig.2. A creative and fun metallic poster. By Pinch Studio.
3D typography is also becoming more popular in digital design(Fig.2). Traditional typographies vary in styles, and 3D typestyles too. There aren’t a lot of strict rules when it comes to designing a 3D typography. Although any style or typeface can be used, a readable design is often preferable. Usually, 3D typographies are much more playful and artistic, hence creative design featuring different combinations of artistic styles is often encouraged. 3D typography is suitable for the coming trend. The best part about this coming trend is that no particular type is best suited for it: bold, tight, script, sans serif, any font can be rendered in 3D(Meg). In addition to printing, I see many beautifully rendered 3D compositions, giving the impression that distant planets are still at rest.
Lastly, I think the explanation of the relevance of many of his examples could be more descriptive, and very few of them have photos and captions. In addition, the chapter on the latest graphic design (post-internet) is somewhat weak because it lacks the depth and perspective of the earlier sections. Hence, for the next edition of Graphic Design: A New History, I hope to see a section discussing 3D typography because it represents the reality of emerging technology and technical innovations. It will be insightful to see how different typographies have developed over the years and discover where 3D typography will lead us in the future in terms of digital design. Its influence on the history of graphic design is great that I think it should be highlighted in our textbooks.
Cousins, Carrie. “3D Typography: An Inspiring Design Trend.” Design Shack, 6 Aug. 2018, https://designshack.net/articles/trends/3d-typography/.
Reid, Meg. “The 10 most inspirational graphic design trends for 2019.” 99designs, https://99designs.ca/blog/trends/graphic-design-trends-2019/.
“3D lettering.” Crisp Imaging, https://www.crispimg.com/3d-lettering.html.