The Function and Meaning of Hand-Lettering at Cafés in Padang

Abstract

-Nowadays, trend in almost every café in Padang, West Sumatra, Indonesia, use hand lettering in their café interior. This phenomenon spreads from one café to another, whether it is a full hand-lettering interior or a low scale hand-lettering interior. This paper describes those hand-lettering functions and meanings in correlation with café's concept and its costumer. Research methodology for this study is qualitative descriptive with observation and documentation methods. Findings indicate that 1) there are three functions in handlettering such as to identify, to inform, and to create emotion; 2) hand-letterings only found in cafes under good governance management.