The coherence of visual and typograpic elements which are used in advertisment design of monthly magazines ant the analysis of this coherence benefitting from the pirinciples of design

In this study the interaction space which typographic and visual elements used in advertisement designs in monthly magazines in Turkey form with each other is explained. The coherence of these elements in interaction is also analyzed considering the guiding principles of design. In this analysis 9 magazines that are published in Turkey monthly are picked randomly and the advertisements within are examined. While analyzing, graphical analysis form is used. This form comprises basic principles of design that are considered to be of great importance to ensure visual integrity such as balance, visual hierarchy, proportion, emphasis, integrity, persistence, figure ground relationship and rhythm. The analysis of graphical data is conducted in accordance with the qualitative research method. With the information resulting from the research, it is indicated that the visuals used in designs are striking and related to the subject. The use of the visuals is appropriately achieved. The headlines of the analyzed magazine advertisements are written in big font sizes. This use enables an easy reading of the headlines. The headlines formed in accordance with the figure ground relationship create an opposition and thus provide an effortless reading as well. Nevertheless, since some headlines do not make use of the opposition in the figure ground relationship, the reading of the text demands a lot of effort. In such advertisements that give more information than needed and thus compose of longer texts small font sizes are used. This use affects the easy reading of the text adversely. Conducting these analysis, this study comes to a set of conclusions. The most essential conclusion is that much more importance should be given to typography courses. Key Words: Typography, advertisement, principles of design.