After writing the Bibliography about 3D type, I decided to conduct research about the practical uses of 3D type, not just the artistic uses shown in the book. I thought I might get insight into how to apply it effectively in the making of posters.
3D object type
(1) Lights –These are used inside the buildings. It is an existential object, luminous, big and it gives an accent and characteristic to the typical office buildings (Fig. 1).
Fig. 1 Large floor light in the building
(2) Neon light –Typography Neon light is a typical example of the real 3D type. The glow colour enhances the message even in the daytime but more in dark places (Fig. 2).
Fig. 2 Neon display of London Design Festival 2017
(3) Surface- It is not an independent object, but I included it in the 3D object type as it is a part of the real object. The example below (Fig. 3) is a large carved number, where sizes such as 130cm may have a great impact. Also, the small carving painted with gold attracts attention.
Fig. 3
(4) Other examples of 3D type objects (Fig. 4)
Fig. 4
I found Yuni Yoshida’s new 3D type work of the photograph of a comedian (Fig. 5). She is one of the prominent Japanese designers who mainly makes unique designs and tends to use photography for her work. This is a 3D object photographed in the 2D plane, but I think it is still holding the impact that the real 3D typeface has. This suggests that 3D object type in a poster can still draw some attention different to the typewriting type. Type as an image can also contain its meaning so 3D type might suit to address the meaning of the poster, although what kind of type is good is determined by the project.
Fig. 5 Yoshida’s human type
3D effect type
In the ‘fake’ 3D type, we can find many examples of the posters (Fig.6). Computer graphics has evolved and nowadays 3D effects are becoming closer to reality. Even if it is an illusion in 3D, we perceive it in three dimensions and it is considered effective in messaging similar to the 3D objects. This is one of the reasons the 3D effect typography is seen often today, especially in advertisement posters (other reasons might be simplicity – no need for photo sessions, no need for preparing objects, and creation of fiction – it is possible to make things that do not exist in the actual world).
Fig. 6