The Role of Visual Connotations and Conceptual Metaphors in Enriching the Typography Design. | ||||
| International Design Journal | ||||
| Article 23, Volume 11, Issue 6 - Serial Number 43, November and December 2021, Page 299-304 PDF (1.67 MB) | ||||
| Document Type: Original Article | ||||
| DOI: 10.21608/idj.2021.205106 | ||||
 View on SCiNiTO | ||||
| Author | ||||
| Ibrahim Hassan | ||||
| Instructor, Department of Design, Faculty of Fine Arts, Alexandria University, Alexandria. Ibrahim_hassan@alexu.edu.eg | ||||
| Abstract | ||||
| The research revol ves around how to take advantage of typography as one of the design elements in order to enrich the communicative and intellectual dimension of the design. The visual language is the basis for constructing the design, as the design process achieves its objectives according to laws related to visual perception. Taking into account both sides of understanding and perception is the essence of the design process. Connotation and metaphors are among the means that are used to enhance the processes of understanding and perception, and then achieve a better response by the recipient. In this paper, the researcher intends to differentiate between connotation and metaphors and to clarify the difference between them in typographical applications. A full understanding of typography applications will have a role in guiding the designer to choose the appropriate typographic characteristics through which the message is shown and communicated. The research revolves around how to take advantage of typography as one of the design elements in order to enrich the communicative and intellectual dimension of the design. The visual language is the basis for constructing the design, as the design process achieves its objectives according to laws related to visual perception. Taking into account both sides of understanding and perception is the essence of the design process. Allusions and metaphors are among the means that are used to enhance the processes of understanding and perception, and then achieve a better response by the recipient. In this paper, the researcher intends to differentiate between allusions and metaphors and to clarify the difference between them in typographical applications. A full understanding of typography applications will have a role in guiding the designer to choose the appropriate typographic characteristics through which the message is shown and communicated. The research problem is limited to controlling the concepts of typographic semantics, which have an impact on establishing meanings for the recipient, and the researcher seeks, through the inductive approach, to determine the characteristics of typographic metaphors, and connotations, and to clarify the difference between them. The importance of the research is that it deals with a precise topic in the specialization, which helps many researchers in the field of typography in particular and visual communication in general in controlling their scientific terms. by the recipient. | ||||
| Keywords | ||||
| Typefaces; connotation; metaphor; semiotics | ||||
| References | ||||
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1. Jon Krasner, Motion Graphic Design Applied History and Aesthetics, Published by Elsevier Inc, 2008. 2. Chandler, Daniel 2007. Semiotics: The Basics. Second Edition. New York: Routledge 3. Hinum, Klaus. Human Centerd design for Graphical User Interface. Master Thesis. Faculty of information- Vienna Universtity of Technology. Vienna, 2004. 4. Lemon, Mark. Towards A Typology Of Typographyic Signification. Master Thesis. Department Of Semiotics, University of Tartu. Estonia, 2013. 5. Leeuwen, Van. "Typographic meaning." Visual Communication 4.2 (2005): 137-143. 6. Nadin, Mihai. "Design and Semiotics." (Ed.), Walter A. Koch. Semiotics in the Individual Sciences . Vol. 2. Bochum: Universitatsverlag Brockmeyer, 1990. 418-436. 7. Nørgaard, Nina 2009. ‘The Semiotics of Typography in Literary Texts: A Multimodal Approach’ in Orbis Litterarum. Volume 64, Issue 2. Pgs. 141-160. London: Blackwell 8. Saffer, Dan. The Role of Metaphor in Interaction Design. Master thesis. Carnegie Mellon University. Pennsylvania, 2005. 9. Bradley, Steven 2010. ‘Legibility and Readability in Typographic Design’ Online: Internet www.vanseodesign.com/web-design/legible-readable-typography/ 25th March 2013 10. Skaggs, Steven 2013. ‘Typology and Typography: Bridging the Type/Token/Tone Distinction’. Online: Internet http://fashion.semiotix.org/2013/02/typology-and-typography-bridging-the-type-token-tone-distinction/ 25th March 2013 | ||||
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