While more than 32 unique classifications exist, the simplest form, as follows, places type in seven specific classifications: Roman (Serif), Italic, Lineale (Sans Serif), Slab Serif, Text (Blackletter), Script, and Decorative. Typography in fashion incorporates all seven groups of type, although its visual nature naturally adapts it to a more convenient and broader term - display typography. Display typography is a powerful feature of graphic design, with less concern for readability and more scope for imaginative use of form.
Typography has long been a critical part of marketing and advertising content. It is the primary channel in which corporations and other organizations hold the message that they are seeking to communicate to their target market and must therefore be placed significantly in all ads that they have used.
There are certain worldwide brands such as Yohji Yamamoto, Rick Owens, Alexander Wang, Mugler, Courreges that have developed themselves so well that the appearance of their logo is sufficient for the audience to tell. Typography should portray a message that connects with its theme or genre, but it also should have clarity of written meaning. The metaphorical and literal meanings can have a nice balance and relationship in typography.
The beauty of typography means it does not always have to be straightforward or direct, as long as form follows function and affects its audience in the desired way. Designers also use typography in an advertisement to set a tone and mood; for example, using bold, broad text to communicate a specific message to the viewer. Type is often used in conjunction with efficient use of color, shapes and images to draw attention to a particular advertisement. Typography in ads today also represents the style of a business. Fonts used in announcements transmit different messages to the reader.