You can change the line along which your type flows by using either the Warp Text feature or by typing on a path. Type warping uses predefined shapes to which your type is formed (and can be used with both point and paragraph type), and typing on a path uses a custom path (and is used only with point type).
Warping type and placing type along a path are great ways to spice up your message as long as you don't overdo it and make the message illegible or distract from the overall appearance of your artwork. Warp Text is a quick and easy way to bend text, and placing type on a path is a more complex — and more controlled — technique.
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