WTF?! ...

What the font?! 

"The creative process is not performed by the skilled hand alone, but must be a unified process in which the head, heart, and hand play a simultaneous role”- Herbert Bayer

 As designers we ask ourselves the important question of "How will my particular piece of design visually communicate towards the target audience; and what message will be portrayed". Knowing this, we can take precautions in order to allow our audience to feel or notice a piece in a certain way, order, or style. There is reasons for creating a piece in this way as it's specific characteristics allow the audience to potentially remember the meaning of the artwork, or even better place an idea or meaning into their train of thought.

Political street art shows French President
 Nicolas Sarkozy in a different light.

Communication is not limited to just seeing different types of visual forms. Communication could be anything that triggers a sensory organ, which then leads to personal thought and emotion from the audience. The best forms of communication can change an individuals outlook towards a topic or issue they already have an opinion about.

There are three main disciplines of design: Design for invitation, Design for information and Design for expression. Each of these individual disciplines require different outlooks:
Design for Invitation allows an offer, service or idea to be translated into a form of communication.
Design for Information allows for complex data or information to be filtered down to a simple complex.
Lastly Design for expression allows for emotion value and ethics to be substituted to a graphical language.
All three of these disciplines are recognized in today's advertising and illustrated in the quote by Herbert Bayer (above). Illustrating that you cannot be a designer by just knowing how to use a pencil or pad, by ruling out our mindsets and our passion- design outputs would be lifeless and lacking creativity and thought. The quote teaches us that we cannot lack any part of an idea or a topic that is being performed otherwise the final product would be lifeless. Hand, heart and head have to work in unison for a creative process to be successful.
 Another key way in which the creative process is constructed is though type and font. But not just any font will usually be suited to a particular design. Manipulating and engaging with text can make or break a piece, and is often hard to know which one to choose at times but we as designers have to remember that type is just like speech in the way certain fonts will demonstrate various tones and emphasis to sentences or words. How can an audience know what type of message the design is saying if the font communicates to them a totally different message then the design at hand ? Thinking about Target Audience when placing font is important too using the example of showing something to a  younger audience, a designer would have to think about using an easy to read font and think more about the space and structure of the words.