Emotion and Typography: The Effectiveness of Current Typographic Design Categories in Eliciting Emotion

By Amic G. Ho.

Published by The International Journal of Visual Design

Format Price
Article: Print $US10.00
Article: Electronic $US5.00

Increasing consideration is being given to the various visual design disciplines, including typographic design, to better understand how they can be used for effective communication. Typographers and visual communication scholars have developed an interest in whether typographic design can elicit emotional responses from audiences, exploring the effects of various typographic elements and even investigating inner relationships to determine the potential conditions under which typography fulfils emotional criteria. This study examined whether emotion could develop from typographic designs, and which types and applications of current typography could effectively carry emotional components. This was investigated through an empirical study. A focus group of seventy participants responded to nine samples representing three categories of typography design: kinetic, print, an d virtual. Their feedback reflected that all three categories of typography can elicit emotional responses from users, thus providing support for the concept of emotional typographic design.

Keywords: Emotion, Emotional Typography, Typography, Type, Emotional Responses, Audiences, Readers

The International Journal of Visual Design, Volume 11, Issue 2, pp.37-44. Article: Print (Spiral Bound). Article: Electronic (PDF File; 583.349KB).

Dr. Amic G. Ho

Lecturer, Division of Languages and Communication, City University of Hong Kong, Kowloon Tong, Hong Kong