The relationship of typography and color in advertising graphics

In this study, it is aimed to discuss the place of the relationship between typography and color in advertising graphics. In this direction, first of all, the concept of color, the characteristics of color, its situation in the psychological, physiological, physical and psychophysiological systems were discussed; typography is defined and its elements are explained. Then, in order to deal with the relationship between typography and color, the concept of selectivity in perception, the relationship between font and color in perception, readability and color, the effects of color at reading distance, the relationship between contrast-simplicity and color in writing, graphic symbols as usage areas, printed and digital media materials and packaging design is discussed. Choosing the right typography is fundamental to design. There are many ways with writing to add character, feel emotion, or achieve a specific goal. These include font size, kerning, line spacing, alignment, and color. Color can show the reader important sections on a page and can create contradictions if misused. It is important for designers to experiment with different color combinations with the font. Thus, it was examined that it would be easier to draw attention. Color gives meaning to the content and it is important to use the right color. Designers should try to compare the characteristics of colors with the content of texts. Colors suitable for the content or parts that will attract attention can be easily obtained. With the right color harmony, the design becomes much more impressive than the line system, composition and proportions. Typography and color are the basic design elements in the creation of advertising graphics. Fields such as emblem, printed media materials, digital media materials and packaging design are examined as areas where the relationship of typography and color is used extensively. Thanks to these concepts, features such as descriptive and distinctive are emphasized. Studies showing that different color and font combinations are effective in influencing the purchasing decision of the consumer and their psychological effects on consumers have been examined. There are examples of success with the effective use of color, typography, packaging and design principles in ensuring the sale of the product. When the sales policies of well-known brands are examined, it is examined that they give importance to visual factors, invest in using the right design, and work with good designers. Typographic elements in design are determined by many factors. Color, shape, packaging design, typographic characters and the images chosen for the product, their suitability for the product and their effects on market power were examined. Typography and color are two indispensable elements in advertising graphics and they are complementary to each other. Keywords : Packaging, Design, Typography