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Cheap Wine in Fancy Glasses. How typography evokes emotions and builds stories.

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Cheap Wine in Fancy Glasses. How typography evokes emotions and builds stories.

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As human being, when we use products, websites and applications we experience complex social and emotional responses.
These responses are not different from the one we experience when we interact with real people.
We are able to perceive -both in people and in things - personality traits and emotional signals, even when this was not
the designer’s intention. This is true even for typefaces.
90% of the design we encounter in our lives is typography. We are continuously exposed to it in our everyday life.
Unwittingly, typography has a great impact on how we act, interact and relate to objects.
It can set the mood, influence decisions and be used to tell stories. You can even perceive personality through typography.
This is why designers will often say that a typeface can express more than it writes.
Before even understanding why, we are attracted to and buy that specific brand of mayonnaise because the typeface
makes it look genuine and fresh. We love an advertising campaign because the typeface used is readable and friendly.
We even trust a brand because their logotype looks luxurious and reliable.
Our decisions can be completely influenced by the way we use typography, altering perception and triggering mental
process that lead to behavior.
Starting from the point of view of Donald Norman, author of the book Emotional Design, and from the book of Aaron Walter,
Designing for Emotion, through practical examples and lively interaction with the audience, I explore how typography
can create emotion, beauty, mood, pleasure, memorability but also frustration and rejection.

As human being, when we use products, websites and applications we experience complex social and emotional responses.
These responses are not different from the one we experience when we interact with real people.
We are able to perceive -both in people and in things - personality traits and emotional signals, even when this was not
the designer’s intention. This is true even for typefaces.
90% of the design we encounter in our lives is typography. We are continuously exposed to it in our everyday life.
Unwittingly, typography has a great impact on how we act, interact and relate to objects.
It can set the mood, influence decisions and be used to tell stories. You can even perceive personality through typography.
This is why designers will often say that a typeface can express more than it writes.
Before even understanding why, we are attracted to and buy that specific brand of mayonnaise because the typeface
makes it look genuine and fresh. We love an advertising campaign because the typeface used is readable and friendly.
We even trust a brand because their logotype looks luxurious and reliable.
Our decisions can be completely influenced by the way we use typography, altering perception and triggering mental
process that lead to behavior.
Starting from the point of view of Donald Norman, author of the book Emotional Design, and from the book of Aaron Walter,
Designing for Emotion, through practical examples and lively interaction with the audience, I explore how typography
can create emotion, beauty, mood, pleasure, memorability but also frustration and rejection.

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Cheap Wine in Fancy Glasses. How typography evokes emotions and builds stories.

  1. 1. How typography evokes emotions and builds stories Chiara Aliotta, Until Sunday
  2. 2. CHIARA Bodoni MT, 120pt
  3. 3. CHIARA Pirhoherak, 120pt
  4. 4. Thirsty Soft (modified), 120pt
  5. 5. Chiara Sybil Green, 120pt
  6. 6. and evokes emotions
  7. 7. RELATIONSHIPLOOK + + EXPERIENCE TYPOGRAPHY TELLS STORIES Add Personality Build Trust Create Memories
  8. 8. LOOK Typography can communicate
 gender, tone of voice and character.
  9. 9. ADD PERSONALITY
 Gender Gender Snell Roundhand Regular, 120pt
  10. 10. Gender Oswald Bold, 120pt ADD PERSONALITY
 Gender
  11. 11. Voice Sacramento Regular, 120pt ADD PERSONALITY
 Tone of voice
  12. 12. VOICE Franklin Gothic Bold, 120pt ADD PERSONALITY
 Tone of voice
  13. 13. Character Sofia Regular, 120pt ADD PERSONALITY
 Character
  14. 14. Character TT Director Light, 120pt ADD PERSONALITY
 Character
  15. 15. ARE YOU MY TYPE? Match these portraits of people, 
 with a typeface that could possibly represent their personalities.
  16. 16. A. Lorem Ipsum B. Lorem Ipsum Woman from the roaring 20s ready to party Coventry Gardern, 70pt
  17. 17. A. Lorem Ipsum B. Male biker Lorem Ipsum Incised Black, 60pt
  18. 18. A. Lorem Ipsum B. Lorem Ipsum Construction Manager with blueprints FF DIN, 44pt
  19. 19. RELATIONSHIP Typography influences our choices and changes our beliefs.
  20. 20. Bodoni 72 Book + Thirsty Soft Light BUILD TRUST
 Perception Pizzeria mamma mia
  21. 21. BUILD TRUST
 Perception Elektra Regular SOUVLAKI PALACE O O'
  22. 22. BUILD TRUST
 Perception Elektra Regular Mamma Mia PIZZERIAO O
  23. 23. CHEAP Nexa Rust Handmade Extended, 120pt BUILD TRUST
 Deception
  24. 24. Aviano Sans Light, 40pt BUILD TRUST
 Deception
  25. 25. TRUST & PIXIE DUST Typefaces can trick our minds.
 Make your choices based on typography.
  26. 26. Real Heavy Metal. Fans Want Motörhead Singer on Periodic Table Music News Motörhead fans still mourning the death of the band's singer, songwriter and bassist, Ian 'Lemmy' Kilmister, in December are seeking commemoration for the rock icon in an unusual location, the periodic table. A petition launched on Change.org by John Wright of York, United Kingdom, proposed "Lemmium" as a name for element 115, quickly gathering thousands of signatures. The element holds the cumbersome temporary working name "ununpentium" and the temporary symbol Uup, according to a statement issued by the International Union of Pure and Applied Chemistry (IUPAC) on December 30, 2015. THE NEWS http://www.livescience.com/53356-element-115-name-lemmy-kilmister.html Written by Mindy Weisberger, Live Science on January 13, 2016
  27. 27. ELECTORAL CAMPAIGN JAY ASHER FOR PRESIDENT YOU CANʼT STOP THE FUTURE! A. B. Bello Typeface
 2012, François Hollande Electoral Campaign Futura + Franklin Gothic
 1960, John F. Kennedy Electoral Campaign
  28. 28. AT THE PHARMACY isobutylIbuprofen 300gr Treat fever Migraines and headaches Rheumatoid arthritis OMEGAPHARMA 24TABLETS isobutylIbuprofen 300gr Treat fever Migraines and headaches Rheumatoid arthritis OMEGAPHARMA 24TABLETS A. B.
  29. 29. EXPERIENCE Typography enhances memories 
 and creates a unique experience.
  30. 30. Bodoni 72 Book + Thirsty Soft Light CREATE MEMORIES FRESH Beer
  31. 31. Bodoni 72 Book + Thirsty Soft Light CREATE MEMORIES gourmet CHOCOLATE
  32. 32. Bodoni 72 Book + Thirsty Soft Light CREATE MEMORIES delicious BURGER
  33. 33. IF IT WAS… Let’s stimulate memories through association.
  34. 34. Lobster Two + Ostrich Sans Medium + Bebas Neue Regular IF IT WAS A… TIMEof Period Our days The Fifties The Seventies
  35. 35. Las Vegas, road sign, 1959 Kellogg’s Cereals, packaging, 1960 Roman Holiday, movie poster, 1953
 Coca-Cola, advertisement, 1956 The Fifties
  36. 36. Mesquite Std Medium, 160pt IF IT WAS A… GENRE Horror Sci-Fi Western
  37. 37. Once Upon a Time in The West, movie poster, 1968 Billy The Kid, wanted announcement, 1880 U.P. Saloon in Murray, Utah, photo, 1906 Western
  38. 38. Pusab Regular, 160pt IF IT WAS A… TASTE Salty Sweet Watery
  39. 39. Cotton Candy Heart Shaped Jelly Candy Marshmallows Sweet
  40. 40. There's always room for a story 
 that can transport people to another place. J.K. Rowling, novelist ❝
  41. 41. @ChiaraAliotta untilsunday.it :) Thank You

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