When you go on-line and search for information on various Photoshop texts, you will find hundreds upon hundreds of tutorials that provide a lot of options of texts and effects that help make the written language appear more interesting, classy, glamorous, eye-catching, and impressive. One must have a keen sense of what kind of font and effect is appropriate for certain ideas and/or images one wishes to portray, not just with the words he will use but also with the way he wants those words to pop out of the picture so as to imprint an indelible mark on the viewer’s brain. Come to think of it, if you are familiar with putting effects on texts in PowerPoint, you’re practically doing the same thing – selecting texts, choosing desired fonts, applying special effects on the texts (shading to the left or to the right, angling it one way or another with shadows effects, coloring, etc.). But with Photoshop, one can most probably do much more with texts – much, much more.
There are many types of audiences, occasions, institutions, and purposes that the written word can cater to: children and adults, office, parties, inspirational and motivational purposes (even sarcastic purposes), businesses, entertainment, school or work presentations, poking fun, music, art, science, scholarly types, romance, drama, holidays, … I could go on and on and on.
Let’s take for example business/company purposes (since there are also the kind of companies that like to promote a fun kind of atmosphere, I will be specifically referring to the serious, corporate kind of companies where people have to wear formal attire all the time and deal with stocks, statistics, money, and all that sort of thing). You would want to make use of fonts that are simple, sleek, classy, and elegant. No distracting swirls and unnecessary ornaments of any kind. The kind of effects you could apply on these types of fonts would be chrome-like effects (which makes the letters pop out really well from the background), bronze effect (to give your letters a nice, shiny, golden glaze to it), or the metallic text effect (which is similar to the chrome effect, only it gives a more iron-like feel to it; suitable for companies that deal with vehicles, I think).
As for holidays and other fun events like parties, reunions, concerts and anniversaries, you can have more freedom in being as artistic and creative as possible. Your fonts for these types of occasions could range from bubbly, balloony, gum-like texts to artsy fonts with swirls and curves (liken it to the written version of decorated pastries). For horror-like effects the slick supernatural and ghostly text effects are at hand to add mystery and spook; and if you like to add a bit of disgusting and gross to the whole mix then the ulcerated entrails text effect is just the thing (Do I hear an “Eeewww!!!” somewhere?) For the more festive and sentimental types, the dreamy text effect, stylish floral typography, and embroidered text are among the many typographies and effects that will better evoke the spirit of the particular holiday being celebrated or memory being remembered. The bling bling metallic effect is cool for rock bands and anything else that has to do with rock music.
The way a text looks is just as important as the word itself because it represents the overall image and purpose of a certain institution. The word and the appearance of the word is powerful enough to give the reader a sense of how casual, formal, fun, or serious the nature of the person, institution, or document being represented by the word is. If the word is the brand name of a product, one will immediately be able to judge the quality of that product by just even a glance at the word and its appearance. If the text is accompanying a picture or logo, one must make sure not to make the text overpower the image it is accompanying; it must only serve as a reinforcement or complement to everything that picture or logo represents. Unless you intend to make the picture the background to the text, one must not allow the words to be of a size that is too distracting or too large, otherwise it will appear as though the words and the picture were battling for space. If you only intend to use the text with no pictures or images of any kind, then the text itself is your image.