Put simply, typography is the art and method of arranging ‘type’. It is the visual component of the written word. Hence, it is safe to say that typography directly affects the message and perception of what is being read. In advertising, it also ties the work of the writer with the creativity of the designer. What is typography? Consider this: Text is a series of words. It’s an arrangement of words in the proper sequence. Typography is the way this text is represented.