How to use research results in creating typographic messages?

Abstract

What kind of scientifically proven arguments can be used by a typographer to create an effective message? On which elements of visual language, does the typographer have a full, partial or minimal influence in the process of building meaning in the mind of the recipient? Finally, how to work with huge number of limitations, incertitude and awareness of the limited influence on the quality of communication? Cognitive psychologists and other researchers leave no illusions and claim that the sender of the message in most cases does not know how it has been read by the receiver. Despite this, there are research results (not necessarily dedicated to typography) that could serve as important advice to all those involved in the creation of an effective typographic message. The article shows how some of these results could be implemented into typographic practice. Likewise, there is an attempt to systematize inferences for research concentrated on legibility. Also, some areas are suggested where the typographer has full or partial impact on the quality of communication. Last but not least, the article discusses which issues are worth paying attention to in analysis of the results in the context of their usefulness in typography. In this aspect, more rational and creative approach to typography is suggested as well as the need to develop a methodology for designing effective typographic communication.