Conceptual Typography Between form Significance and Persuasion

Document Type : Original Article

Author

Advertising Department- The Higher Institute For Applied Arts - 5th Compound- Egypt

Abstract

In the rapidly changing world of technology and visual arts, there has begun a cultivating interest in the creative process as a fundamental human requirement, especially in art and design. When considering the conceptual typography, one must be made well aware that the letter, which is the basic component of the word, has become of two importances; which are the readability and achieving a communicative process . The written word thus transforms from being a visual form of communication into an entity of its own, that delivers a certain message that may arouse receiver's emotions . This process is capable of achieving visual satisfaction due to the honesty and simplicity in the composition , as it communicates with the receiver to the point of motivation to participate in decoding the design and reading the hidden meanings . The importance of this study is the scarcity of existing research concerned with the field and with their symbolic connotations. The research aims to achieve persuasion by taking advantage of the symbolic , formal connotations of Arabic letters .To this end, the research follows the descriptive analytical methodology based on gathering information to build its theoretical framework and design a guidelines that helps the graphic designer in achieving the symbolic significance of typography and achieving persuasion by presenting some examples of works designed by the researcher.

Keywords

References

References
١ (ﺟرﻣط، ﺑﻧﺎء اﻟﻔﻛرة اﻟﺗﺻﻣﯾﻣﯾﺔ ﻓﻲ اﻟﺗﻛوﯾن اﻟﺧطﻲ اﻹﺑداﻋﻲ ،ﻣﺟﻠﺔ ﻛﻠﯾﺔ اﻟﺗرﺑﯾﺔ اﻻﺳﺎﺳﯾﺔ، ﻛﻠﯾﺔ اﻟﺗرﺑﯾﺔ،اﻟﻌدد ٣٢٩، ص ٨٣ ﺣﺳﯾن ﻋﻠﻲ )٢٠١٠.( )٢ ، (ﻣﺻطﻔﻲ ﻣﺣﻣد رﺷﺎد اﺑراھﯾم، ﺟﻣﺎﻟﯾﺎت اﻟﺧط اﻟﻌرﺑﻲ وﺗطﺑﯾﻘﺎﺗﮭﺎ ﻓﻲ اﻟﺗﺻﻣﯾﻣﺎت اﻟﺟراﻓﯾﻛﯾﺔ واﻟﻣطﺑوﻋﺔ، دار ﻋﺎﻟم اﻟﻛﺗب، اﻟطﺑﻌﺔ اﻻوﻟﻲ ٢٠١٤، ٨٩ص (٢٠١٨) ،٣٠:٣٠ (ﺑﻼل ﻣﺣﻣد اﻟﻌﺷوش، ﺗوظﯾف اﻟﺧط اﻟﻌرﺑﻲ ﻓﻲ ﺗﺻﻣﯾم ﺷﻌﺎرات ﺟﺎﻣﻌﺎت ﻋرﺑﯾﺔ، ﺟﺎﻣﻌﺔ اﻟﺷرق اﻻوﺳط، ٣) . )٤ (ﻣروة ﻋﺎدل، اﻟﻣﻌﺎﻟﺟﺎت اﻟﺟراﻓﯾﻛﯾﺔ ﻟﻸﺷﻛﺎل ﻓﻲ ﺗﺻﻣﯾم اﻟﺣﻣﻼت اﻻﻋﻼﻧﯾﺔ ﺑﮭدف ﺗﺣﻘﯾﻖ اﻟﮭوﯾﺔ اﻟﺑﺻرﯾﺔ،رﺳﺎﻟﺔ ﻣﺎﺟﺳﺗﯾر، ﻛﻠﯾﺔ اﻟﻔﻧون .(٢٠١٠)٦٤اﻟﺗطﺑﯾﻘﯾﺔ،ﺟﺎﻣﻌﺔ ﺣﻠوان، ص
(5) Meliha Teparic, figural representation in the Arabic calligraphy , epiphany, volume 6,no.2,p: 146 ,(2013 ٦ ٣٩٣ (اﻣﯾرة ﻣﺧﺗﺎر، اﻟﺣروف اﻟﻌرﺑﯾﺔ ﻛﺈﯾﻘوﻧﺔ ﺑﺻرﯾﺔ ﻓﻲ ﺗﺻﻣﯾم اﻟﻌﻼﻣﺎت اﻟﺗﺟﺎرﯾﺔ ، ﻣﺟﻠﺔ اﻟﻌﻣﺎرة اﻟﻔﻧون ، اﻟﻌدد اﻟﺳﺎﺑﻊ ﻋﺷر ، ص )٢٠١٩( ( ﻣروة ﻋﺎدل ،اﻟﻣﻌﺎﻟﺟﺎت اﻟﺟراﻓﯾﻛﯾﺔ ﻟﻼﺷﻛﺎل ﻓﻲ ﺗﺻﻣﯾم اﻟﺣﻣﻼت اﻻﻋﻼﻧﯾﺔ ﺑﮭدف ﺗﺣﻘﯾﻖ اﻟﮭوﯾﺔ اﻟﺑﺻرﯾﺔ، رﺳﺎﻟﺔ ﻣﺎﺟﺳﺗﯾر، ﻛﻠﯾﺔ اﻟﻔﻧون ٧) (٢٠١٠) ٦٤اﻟﺗطﺑﯾﻘﯾﺔ،ﺟﺎﻣﻌﺔ ﺣﻠوان، ص )٨ .( ٢٠١٧ (ﻋﺎدل ﻣﺻطﻔﻲ، دﻻﻟﺔ اﻟﺷﻛل دراﺳﺔ ﻓﻲ اﻹﺳﺗطﯾﻘﺎ اﻟﺷﻛﻠﯾﺔ وﻗراءة ﻓﻲ ﻛﺗﺎب اﻟﻔن، ھﻧداوی ، اﻟﺻﻔﺣﺔ )
(9) frank serafini and others, typography as semiotic resource, journal of visual literacy , volume31,p:A ,(2012) ( ﻣﮭﺎ اﺑراھﯾم ﻣﺷﻌﺎل، اﻟدور اﻻﺗﺻﺎﻟﻲ ﻟﻠﻌﻼﻣـﺎت اﻟﻣﺳﺗﺧدﻣﺔ ﻓﻲ ﺗﺻﻣﯾم إﻋــﻼن اﻟطــرﯾﻖ ،رﺳﺎﻟﺔ ﻣﺎﺟﺳﺗﯾر، ﻛﻠﯾﺔ اﻟﻔﻧون اﻟﺗطﺑﯾﻘﯾﺔ،ﺟﺎﻣﻌﺔ ١٠) (٢٠١٠)١٥٥ﺣﻠوان، ص ٢٠٠٥، ١٦(ﻋﺎﻣر ﻣﺻﺑﺎح،اﻻﻗﻧﺎع اﻻﺟﺗﻣﺎﻋﻲ ،دﯾوان،اﻟﺟزاﺋر،ص ١١) ٢٠٠٠ ،١٨-٦ ( ﻋﺑدﷲ ﻣﺣﻣد اﻟﻌوس ،ﻛﯾف ﺗﻘﻧﻊ اﻻﺧرون، داراﻟﻌﺎﺻﻣﺔ، اﻟطﺑﻌﺔ اﻟﺛﺎﻟﺛﺔ،اﻟر ﯾﺎض،ص ١٢) ( اﻻﻗﻧﺎع ﻓﻲ ﺗﻔﻌﯾل اﻻﺗﺻﺎل اﻟداﺧﻠﻲ دراﺳﺔ ﻣﯾداﻧﯾﺔ ﻓﻲ ﻣؤﺳﺳﺔ اﻟﺿﻣﺎن اﻻﺟﺗﻣﺎﻋﻲ ،رﺳﺎﻟﺔ ﻣﺎﺟﺳﺗﯾر ،ﻛﻠﯾﺔ اﻟﻌﻠوم ١٣) ﺳﺎرة اﻟزاﯾدی، دور (٢٠١٥)٤٠اﻻﺟﺗﻣﺎﻋﯾﺔ واﻻﻧﺳﺎﻧﯾﺔ، ﺟﺎﻣﻌﺔ اﻟﻌرﺑﻲ ﺑن ﻣﮭﯾدی،ص ( ﻧزھﺔ ﺣﻧون،اﻻﺳﺎﻟﯾب اﻻﻗﻧﻧﺎﻋﯾﺔ ﻓﻲ اﻟﺻﺣﺎﻓﺔ اﻟﻣﻛﺗوﺑﺔ اﻟﺟزاﺋرﯾﺔ ،رﺳﺎﻟﺔ ﻣﺎﺟﺳﺗﯾر،ﻛﻠﯾﺔ اﻟﻌﻠوم اﻻﺟﺗﻣﺎﻋﯾﺔ واﻻﻧﺳﺎﻧﯾﺔ، ﺟﺎﻣﻌﺔ ١٤) (٢٠٠٨)٢٨ﻗﺳطﻧﺗﯾﻧﺔ،ص
Journal of Design Sciences and Applied Arts
Volume 1, Issue 2
June 2020
Pages 108-119

Files

Share

How to cite

Statistics