Modern typography : a qualitative analysis of the way text functions as art

Abstract

This dissertation investigates the way modern typography functions as a communicative tool within a visual arts context. It looks at the way text and image have merged together in several works of art and how these are perceived by viewers, with focus on their attitudes and opinions. The research was conducted through in-depth semi-structured interviews with professional artists and two different focus groups. One focus group included people who enjoy art, while the other focus group included people who are indifferent towards it. These participants were shown several works of art which include modern typography and were asked questions which bring to light their perceptions about each work. The dissertation includes a literature review in which an overview of the relevant literature regarding this subject is presented. The topics brought up here are linked to the findings which emerged during the analysis of the empirical research. These findings show that modern typography can move beyond the absolute clarity of text and is able to communicate its meaning through an unconventional means of expression. Legibility might make a work involving modern typography seem more appealing to the viewer, but meaning is not strictly tied to legibility and interpretation may actually be heightened when text is less transparent. Finally, a general conclusion is provided, with further recommendations for future studies that could be conducted from this work.