Jacob gave a lecture for the School of Visual Arts MFA Design as Author series. He started out by reminding the audience that he was a self taught designer, which I found to be a huge reason for his success in “designing as author.”
For the most part, Jacob related typography to its affects on human emotion and how that relationship creates the message that a designer is trying to communicate. He uses humor as an example to describe this theory, in that being amused by something, audiences usually respond in a positive way. So, that is why advertisers began targeting this emotion with funny, witty commercials. Another powerful emotion to work towards is empathy. By creating a "story" with the way the type is read (or moves) we as designers can also evoke these feelings of strong grief or inspiration or sadness or even guilt.
Then, he uses some of his projects to display other situations in which the designers writes something to the viewer, not boldly, but cleverly placed to evoke a certain emotion. I loved the montage he created of recent advertisements, for the younger audience. He really plays with music in these ones to engage that specific audience.
And all of this is coming from a guy who started out in a band, and taught himself the principles of design. Impressive.
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