Just like other elements of the design, typography also plays a big role in the overall impact of the advertisement. It explains in words the point being illustrated by the graphics so that the audience would understand the meaning of the symbolism, or the otherwise abstract concepts on the advertisement. This is done so that, the audience can understand the message of the advertisement and from there, be convinced to take the line of action enunciated or encouraged by the ad. From this perspective therefore, typography in advertising is intended to help the audience interpret the overall message of ad quickly and correctly. Towards this end, artist do not arbitrarily put texts into their designs but instead they go to some extra length to fashion the letters and words so that their appearance, visually supports the idea of the design; and they do so in countless ways limited only by their imagination and skill.