Study of Typography in Pijat Gaul Banner in Surakarta

Sari Utami, Arifah Insani Sari and Adib, Ahmad and Widodo, Sahid Teguh (2019) Study of Typography in Pijat Gaul Banner in Surakarta. In: SEWORD FRESSH 2019, 27 April 2019, Surakarta, Central Java, Indonesia.

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Typography is the main element of graphic design as a communication tool all the time. The Letters are an important part of brand building, to influence audience perceptions, and deliver messages effectively. Over the past five years hand lettering has been extremely popular. However, the aesthetics of letters are become meaningless if they do not pay attention to the functions, include typography design in outdoor advertising. Typographic studies on Pijat Gaul banners in Surakarta aim to analyze the effectiveness of manual typography (hand lettering) on banners in conveying messages to audiences and building a brand image. The method used in the research is a qualitative approach, the theories used are aesthetics and typography. Data collected by ethnography interviews, observation, literature review, and documentation. These findings study that the aesthetics of hand lettering in the outdoor advertising had an impact on low legibility, readability, visibility. Moreover, the design does not comply the principles of typography led to the message was not effective, the perception of the audience against the brand image into a negative perception.

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: banner typography hand lettering aesthetic brand image
Subjects: H Social Sciences > H Social Sciences (General)
Depositing User: EAI Editor IV
Date Deposited: 16 Dec 2021 10:32
Last Modified: 16 Dec 2021 10:32

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