How can type attributes strengthen a design and why are “styles” important?

The most obvious feature of type is that it forms words and sentences, and makes the direct message in graphic design work.  On the other hand, type also appears as a form of graphic, through which it provides meaning in an immediately visual way. The type attributes of font, weight, size, color etc impact the look and feel of the entire design work.  Type has its mood.  If used properly, different types with different attributes can express their own mood.  And readers are able to feel the mood even without reading the direct message.  Good design can integrate the visual attributes of type with its sentence meaning and the theme of the entire design work.  From this we can see integration of all the elements in design is always the point to create a good design with powerful way to tell its message.

Style in a design is just like spirit of a person. Person with spirit makes a living, active and thoughtful life. Design with a style makes an interesting, dynamic and meaningful visual work.  To tell a certain message is the ultimate purpose of a design.  Therefore, style is determined by this message.  It is to support the design work to convey the message in a clear and impressive way.  Style applies to type, photos, layout, etc. And in one design work, it is always supposed to have only one style. Elements display this style consistently through out the design work.