Study of Typography in Pijat Gaul Banner in Surakarta

Abstract

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.