This thesis explores how the pure form of static typography can express the emotive qualities of music. More specifically, how typefaces/letterforms and typographic compositions can produce emotive associations; and whether combining both aspects can enhance the emotive value. Emotion, typography and music are the three core subject areas of this research. Using music as the medium to elicit emotions, the findings from this thesis indicate that typeface/letterform is the most effective aspect of static typography to express emotive qualities, followed by the combination of both typographic aspects, and typographic composition which has the least impact for emotive connections. Five influential factors affecting the process of emotive association between music and static typography has been found: 1) Association of typographic attributes and design principles to emotive qualities, 2) Direct association using emotive terms and adjectives, 3) Connotation through personal memory and imagination, 4) Association to human voice and human touch, and 5) Association to phonetic properties of music. Chapter 2 of this thesis presents a review of the literature from the three main subject areas. It begins from the psychology of emotions and the importance of emotional attachment in design. Next, the chapter discusses the visual logic and creation of emotions through the pure anatomy of letterforms and typographic experimentation. The third section continues with how music can evoke emotions and the analogy between the properties of music and typographic characteristics. Chapter 3 4 presents original research of this thesis, initiating with a formative pilot study where three music sequences were selected and three corresponding typographic compositions designed by the researcher. The method of matching one sequence to one design piece was employed. Chapter 4 continues with original research, where modification was made to the methodology to obtain more specific results. Each aspect of static typography was investigated individually. The combination of both aspects was also tested to examine whether it can enhance the emotive impact. Findings from this research intend to present fresh realization to graphic designers, typographers and type designers, highlighting the tangible and enduring essence of static typography, with its power to engage the audience on an emotive level.

Beginning with an understanding of the aesthetic and idealism of modern design, this thesis discusses the interrelationship between culture, technology and graphic design since mid-century. A review of the rise of postmodern critique, particularly as expressed through digital technologies, demonstrates how cultural shifts and developing communications technologies work in tandem to influence the emergence of visual systems. By revealing several underlying premises of modernity, it is shown that the linearity of modern design is a biased and limited theory of vision. This argument is reinforced by contrasting the modern conception of direct communication with alternative design practices that encourage readers to play a more active role in the interpretation of a message. However, the thesis ultimately returns to the fundamental principles of modernism to suggest that certain tenets of modernist thought should not be jettisoned so quickly, simply because digitization encourages open-ended viewing experiences.

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Exegesis (BA--Art and Design) -- AUT University, 2008. / Disk contains images of artwork. Includes bibliographical references. Also held in print (xvi, 19 leaves : ill. ; 25 cm + 1 CD-ROM (4/3/4 in.)) in City Campus Theses Collection (T 686.224 MEN)

Thesis (M.A. in communication)--Washington State University, May 2006. / Includes bibliographical references (p. 47-51).

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Since the digital revolution, there has been a significant impact on how we live, work and play. For designers, it has transformed design practices and created new opportunities. However, this can bring about new problems and challenges. How can we communicate effectively in the digital age with different media and technologies advancing so rapidly? With the overload of information from tablets, smartphones, computers and television, we often start to overlook information. From research I will argue techniques that can help with us understand information in the digital realm and prove the importance of expression within visual communication.

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