Typography

In this submission, I’d like to explore the concept of typography by focusing on how typefaces convey different interpretations (Lupton 2010; Cater 2014).

Typography refers to an arrangement of handwriting letters or digital types both visually and spatially. By using three applications (Typic, FORK & Filmr) for editing picture and video, I tried to manipulate different typefaces on several pictures in order to cater to the established interpretations of each content. At the beginning, I decided to make two posters for movies. The first one is for horror film, which the title in the Sans serif typeface shows emphasis (Pluralsight 2015), and its fonts indicates a feeling of shock and fear due to its rigid, unstable shape. The slogan part uses dull Monospaced typeface designed with large spaces between each letter, and it seems duller and wilier while I continued expanding the letter spacing. In a word, the typography of this poster conveys the emotion of horror movies coherently.

The second one is for romance film, so mostly I chose Script typefaces for texts on the poster. Those typefaces are current properly and they look beautiful and elegant. Texts within these typefaces may be casual and hard-to-read (Bernazzani 2017), but they provide the impression of mystery and romance. The title in Serif typeface also shows the mood of romance and elegance due to the small lines tailing from edges of letters (Pluralsight 2015). To explore the interactivity between users and typographic setting according to Lupton (2010), designer handles a piece of text as a whole, in order to direct users to read coherently and selectively, to get primary message or ignore unnecessary information in a probable non-linear, spatial dimension instead of a single direction (Lupton 2010). Therefore, I thought that information like film certificate could be in sans serif typefaces, since the simple letter forms within this typeface are clear even in small size (Pluralsight 2015).  In the digital age, readers prefer checking, screening and acquiring instead of considering and dealing. Thus, high visual density requires typography to maximise delivered messages efficiently (Tufte cited in Lupton 2010) and even help users make choices unconsciously under the context of attention competition. The combination of typefaces and the layout of texts direct reader’s focus of attention and mediate their own interpretation of the delivered message.

Written text is a Visual translation of speech, as stated by Lupton (2010) spacing and punctuation could silently mark the break between words visually, as well as the design of any typeface may compensate for the loss of those things like tone or volume which only exist in the voice. Thus, I created dialogue between figures in other two pictures by adding type within different typefaces. Different typefaces are not only designed to look nice but also to convey specific interpretation. The message of one typographic text and the use of typeface cannot contradict each other. I set different fonts for texts in the speech bubbles to show calm, mature or wilful, childlike, youthful and happy so that typography could connote the personalities of each character (Bernazzani 2017).

This composition is basically made up of four pictures (Halloween Cat by Silversolo, Monkey Family by Matt Gillman, Family Grouping by Peter Trimming Family Quarrel by Jevgenijs Slihto), available under a Creative Commons Attribution license. The all cap and sans serif typeface used for headings and narrative in the video is to emphasis and to make content easy to read.

References

Lupton, E. 2010, Thinking with Type, 2nd edn, Princeton Architectural Press, New York, pp. 85-100.

Pluralsight 2015, The Meaning Behind Your Chosen Typeface, viewed 30 August 2018, <https://www.pluralsight.com/blog/creative-professional/meaning-behind-chosen-typeface>

Sophia Bernazzani 2017, Fonts & Feelings: Does Typography Connote Emotions?, viewed 31 August 2018, <https://blog.hubspot.com/marketing/typography-emotions>

TEDx, (2014). My life in typefaces: Matthew Carter at TED. Available at: https://www.youtube.com/watch?v=xjxyEwjG2Es [Accessed 30 Aug. 2018]

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