Changing Responsibilities of the Typographic Designer

Abstract

At our present level of audio-visual output, we are faced with a sensory overload. The typographic designer must help cut this "mental pollution" by insisting on less and better-designed print. He must increase his understanding of both the readers’ and the clients’ attitudes and responses—while maintaining his unique contribution as a graphic designer. Primarily through broadened education and research awareness he must develop as a general "informatician." The typographic designer is not playing his rightful role in the development of new printing technology. He must assert leadership for flexible development of the new processes, based on his responsibility as the reader’s representative and on the age-old traditions of graphic communication.