Direction

An obvious interpretation of this category of type is to slant type in crazy directions. But be careful how you do it. Using a dramatic effect without a good justification is a rookie mistake. Generally, if you can write down why it enhances the look or function of the design, it's justifiable. For example, "If I place this header at an angle it will dramatize the forward motion of the ship in this sailing ad."

Top All motion moving from lower left to upper right creates the feeling of a positive energy flow. Energy moving from top right to lower left has the opposite effect.

Bottom Sometimes a strong redirection of type creates a dramatic impact which is a good justification for its use.

The type face for the word "experience" was extended to take advantage of the strong horizontal line it creates. The type face in the vertical column is tall and the line breaks have been boosted to stretch out the column of type.