Editing Typography (section)

=== Advertising ===
Typography has long been a vital part of [[promotional material]] and [[advertising]]. Designers often use typefaces to set a theme and mood in an advertisement (for example, using bold, large text to convey a particular message to the reader).<ref>Stanley, Thomas Blaine. ''The Technique of Advertising Production''. New York: Prentice-Hall, 1940. p. 40.</ref> Choice of typeface is often used to draw attention to a particular advertisement, combined with efficient use of color, shapes, and images.<ref>Stanley, Thomas Blaine. ''The Technique of Advertising Production''. New York: Prentice-Hall, 1940.</ref> In the early twenty-first century, typography in advertising often reflects a company's [[brand]].

A brand may use typography to express its theme, personality, and message.<ref>{{cite web|title=Brand Typography: A Complete Guide|date=16 June 2020|url=https://www.creativebloq.com/how-to/choose-the-right-typeface-for-a-brand}}</ref> Just by looking at the typeface, viewers can get an idea about the message and personality of the brand, which the brands are fully aware of and are tapping into the power of good typography.

Typefaces used in advertisements convey different messages to the reader: classical ones are for a strong personality, while more modern ones may convey clean, neutral look. Bold typefaces are used for making statements and attracting attention. In any design, a balance has to be achieved between the visual impact and communication aspects.<ref>Glaser, C. Knight, J. ''When Typography Speaks Louder Than Words''. 13 April 2012.</ref> Digital technology in the twentieth and twenty-first centuries has enabled the creation of typefaces for advertising that are more experimental than traditional typefaces.<ref name=Rothenberg1990 />