Typeface persona: a review study

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dc.contributor.author Puškarević, Irma
dc.contributor.author Nedeljković, Uroš
dc.contributor.author Pintjer, Ivan
dc.date.accessioned 2014-02-24T13:56:30Z
dc.date.available 2014-02-24T13:56:30Z
dc.date.issued 2013
dc.identifier.isbn 978-80-7395-660-8 (Print)
dc.identifier.isbn 978-80-7395-661-5 (Online)
dc.identifier.uri http://hdl.handle.net/10195/54241
dc.description.abstract Practitioners and scholarly researchers agree that different typefaces have different personas. Document design, which is largely dependent on the use of different typefaces, stems from the content of the verbal text and the purpose of the text is expressed through typography. In an age of electronic information set in microcosmic structure, possibilities we have come to face present freedom to modify and manipulate visual attributes of a document with software packages. This practice has given the opportunity to many untrained people to become publishers and active users of type and often times this practice is directed without understanding the principles of document design and the very notion of the intended perception of type’s persona. The relevance of typeface persona is an important aspect of technical or any other document that has its intended audience. Therefore, by choosing the appropriate typeface, communicators can determine the visual tone and character of the text. This paper outlines the visual rhetoric and consequently the role of typography as a part of that rhetoric. The literature review concentrates on typeface persona in theory, practice and research, exploring the idea of ‘’atmosphere’’, connotative meaning and semantic quality of type. The paper concludes with a discussion of the demand in the field of practitioners to classify typefaces according to their persona. eng
dc.format p. 156-160 eng
dc.language eng
dc.publisher Univerzita Pardubice
dc.rights open access eng
dc.subject typography eng
dc.subject visual rhetoric eng
dc.subject typeface persona eng
dc.subject information design eng
dc.title Typeface persona: a review study eng
dc.type ConferenceObject eng
dc.event XIth Symposium on Graphic Arts (17th to 18th June 2013, Pardubice, Czech Republic)
dc.publicationstatus published eng

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