The Manual on Uniform Traffic Control Devices (MUTCD) set Standard Highway Alphabet, or Highway Gothic, as the standard font for all American roadway signs in 1966. Since then, that standard has not changed, with all signs following the norm. In the 1980s, new retro-reflective sheeting introduced on American roadways caused Highway Gothic to be more difficult to read, due to the light "halo" effect caused around the letters, or halation. Recently, more studies have been conducted to improve the overall legibility of Highway Gothic. One study found that its legibility could greatly improve if it's size was increased by 20%. This, however, is extremely unlikely, since increasing the font size would also entail an increase in the physical signs lining roadways. In the 1990s, a new font was created, Clearview, to help combat the negative effects of Standard Highway Alphabet. This font received interim approval in 2004, which was removed in 2016 due to ambiguous results from studies as to whether it was more beneficial than Highway Gothic. It was reinstated two years later, in 2018. Legibility has five different components: retro-reflectivity, irradiation, luminance, contrast, and font design. Understanding these five components, and the benefits of each, can lead to the betterment of the font design on highway signs. This study consisted of two web-based tests. In the first test, the "Letters Test", participants would see a character slowly increasing in size on the screen. Once they could decipher the character, they would click the screen and input the character shown. On the second test, the "Words Test", participants would follow the same instructions, albeit with words in place of characters. There were four fonts tested, on both a positive and negative contrasts. The positive contrast consisted of a green background with a white font, and the negative contrast was a white background with a black font. The four tested fonts were E Modified Base, Alpha Two FHWA E Narrow, Alpha Two FHWA D, and Alpha Two FHWA C, named Base, Narrow, D-Altered, and C-Altered respectively. Forty-two participants participated in both tests. For the "Letters Test", the smallest average font size was the narrow font, followed by the base and D-altered. For the "Words Test", the smallest average font size was the base font, followed by the narrow, D-altered, and C-altered fonts. Overall, the base and narrow fonts took up more space than the D-altered and C-altered fonts. It is recommended that field tests are conducted with these fonts, taking into account the space that they take up, not the font size. This analysis could help to determine whether or not the altered fonts are as legible, or even more legible, than the base and narrow fonts when occupying the same space. / Master of Science / The Manual on Uniform Traffic Control Devices (MUTCD) set Standard Highway Alphabet, or Highway Gothic, as the standard font for all American roadway signs in 1966. Since then, that standard has not changed, with all signs following the norm. In the 1980s, new retro-reflective sheeting introduced on American roadways caused Highway Gothic to be more difficult to read, due to the light "halo" effect caused around the letters, or halation. Recently, more studies have been conducted to improve the overall legibility of Highway Gothic. One study found that its legibility could greatly improve if it's size was increased by 20%. This, however, is extremely unlikely, since increasing the font size would also entail an increase in the physical signs lining roadways. In the 1990s, a new font was created, Clearview, to help combat the negative effects of Standard Highway Alphabet. This font received interim approval in 2004, which was removed in 2016 due to ambiguous results from studies as to whether it was more beneficial than Highway Gothic. It was reinstated two years later, in 2018. Legibility has five different components: retro-reflectivity, irradiation, luminance, contrast, and font design. Understanding these five components, and the benefits of each, can lead to the betterment of the font design on highway signs. This study consisted of two web-based tests. In the first test, the "Letters Test", participants would see a character slowly increasing in size on the screen. Once they could decipher the character, they would click the screen and input the character shown. On the second test, the "Words Test", participants would follow the same instructions, albeit with words in place of characters. There were four fonts tested, on both a positive and negative contrasts. The positive contrast consisted of a green background with a white font, and the negative contrast was a white background with a black font. The four tested fonts were E Modified Base, Alpha Two FHWA E Narrow, Alpha Two FHWA D, and Alpha Two FHWA C, named Base, Narrow, D-Altered, and C-Altered respectively. Forty-two participants participated in both tests. For the "Letters Test", the smallest average font size was the narrow font, followed by the base and D-altered. For the "Words Test", the smallest average font size was the base font, followed by the narrow, D-altered, and C-altered fonts. Overall, the base and narrow fonts took up more space than the D-altered and C-altered fonts. It is recommended that field tests are conducted with these fonts, taking into account the space that they take up, not the font size. This analysis could help to determine whether or not the altered fonts are as legible, or even more legible, than the base and narrow fonts when occupying the same space.

Typografi finns överallt. Det är en del av grafisk formgivning som är ramverket som vi på olika plattformar i media och i stadsbilden blir tilltalade och därigenom förstår omvärlden. Typografi påverkar i stor utsträckning hur vi tolkar ett innehåll och hur vi värderar allt från människor till åsikter. I mitt examensarbete "Typografisk makt" undersöker jag relationen mellan samhällets värderingar och typografi. Varför tar vi vissa typsnitt på allvar och andra ses som oseriösa? Jag har skrivit en essä och presenterar texten i två publikationer där jag med formgivningen vill kommentera olika sätt att förhålla sig till idéer om hur typografi bör fungera och se ut. I essän tar jag upp historiska aspekter som påverkat hur typografi värderas. Jag försöker även bena ut vilken roll egenskaper kopplade till kön har för roll i hur typografi värderas. / Typography is everywhere. It speaks to us and makes us understand the world. Why do we regard some typefaces as serious/professional and some as less serious? My project is an investigation of the relation between the values of society and typography.

Throughout history and in today’s society, typography has been and still is without doubt a great part of communication. Behrens, an important designer from the modernist movement, believed that after architecture, typography provided “…the most characteristic picture of a period” and “…development of people”. Typography carries meaning and associations, built on the contexts and the design it is used in, that finally creates a typographic image. The Blackletter style Fraktur, and Helvetica were born to serve a purpose connected to power. Important for this research is to understand in detail, the origin of that power and its position: Blackletter portrays features of the Gothic architecture, expressing religious emotions and civic pride, intended for effective writing, and was predominant in religious and educational contexts. This improvement of writing was a necessity for the development of the society during the medieval times; for both educational and financial reasons. As Fraktur became a symbol of Germany, the today’s connotations towards oppression and Nazism were inevi­table as the Third Reich continued to use it until it was banned in 1941. Meanwhile, the post war modernism in the 20th Century, sought objectivity, simplicity and readability in their design, to erase any carried meaning or associations that could have a misleading effect on the information. This period of time paved way for a corporate culture, with approaches towards rationalist and function­alist methods, that expresses authority and reliability. Achieving brand recognition for a wide range of products and contexts was required by the graphic designers. Through workshops that document people’s associations and comments on the shapes and typographic images that both Helvetica and Fraktur create, and visual research made in forms of sketching and adding Fraktur features to signs of institutions and public sectors, I have investigated Fraktur’s tainted image of oppression and political sentiments with the help of Helvetica as the contemporary norm.

Магистерская диссертация «Разработка проекта сайта о горном туризме» состоит из введения, двух глав – теоретической и практической, заключения, библиографического списка, включающего 73 наименования, и пяти приложений. Цель исследования – разработать проект информационного сайта о горном туризме, основываясь на данных, собранных в ходе анализа информационных сайтов о горном туризме и в результате работы с научными источниками. Объект исследования – информационные сайты о горном туризме. Предмет – структурно-содержательные и визуальные особенности информационных сайтов о горном туризме. Подобрано доменное имя ресурса. Сформирована концепция дизайна сайта. Подобран шрифт и цветовая палитра ресурса, разработан логотип. Обосновано решение использовать для реализации проекта CMS (WordPress) в качестве основной и конструктор Tilda Publishing для работы в разделе «Отчеты». Разработан прототип и два варианта макета стартовой страницы. При помощи конструктора сайтов разработана цифровая история. Отдельные положения проведенного исследования были представлены на VI Международной научно-практической интернет-конференции «Книжное дело: достижения, проблемы, перспективы» (Екатеринбург, 2017) и Международной научно-практической интернет-конференции «Язык. Текст. Книга» (Екатеринбург, 2018). / The Master's thesis "Web-Site Project Development on Mountain Tourism" consists of an introduction, two chapters - theoretical and practical, conclusion, reference comprising of 73 titles, and five annexes. The study purpose is to develop a draft information web-site on mountain tourism based on data collected during the analysis of information web-sites on mountain tourism and as a result of working with the scientific sources. The study object is the information web-sites on mountain tourism. The study subject is the structural and visual features of the information web-sites on mountain tourism. The domain name of the resource is chosen. The concept of the web-site design is formed. The font and color palette are chosen, and a logo for the resource is developed. The decision to use the CMS (WordPress) as the main for the project implementation and the Tilda Publishing designer to work in the "Reports" section is justified. A prototype and two versions of the layout of the start page are developed. A digital story with the help of the web-site designer is developed. Separate provisions of the study made were presented at the VI International Scientific and Practical Internet Conference "Book Business: Achievements, Problems, Prospects" (Yekaterinburg, 2017) and the International Scientific and Practical Internet Conference "Language. Text. Book" (Yekaterinburg, 2018).

В диссертации изучаются структурно-содержательные, визуально-функциональные и рекламно-маркетинговые составляющие посадочных страниц. На основе анализа и систематизации информации о посадочных страницах автор разработал посадочную страницу книжного издания. Новизна ВКР заключается в определении критериев создания максимально конверсионной посадочной страницы и формулировке рекомендаций по методике разработки посадочных страниц для продвижения в сети Интернет издательской продукции. Работа состоит из двух частей, содержит 83 страницы, 3 таблицы, 31 рисунок. В списке литературы содержится 50 библиографических единиц и 12 электронных источников. / The master's thesis studies structurally-meaningful, visual-functional and advertising-marketing components of landing pages. On the basis of the analysis and systematization of information about the landing pages, the author developed the landing page of the book publication. The novelty of the master's thesis lies in determining the criteria for creating the most conversion landing page and formulating recommendations on the methodology for developing landing pages for promoting publishing products on the Internet. The work consists of two parts, contains 83 pages, 3 tables, 31 images. The bibliography contains 50 bibliographic units and 12 electronic sources.