Kai Matthiessen: The Rhetoric of Typography
9 December, 2015
Our everyday environments are visual worlds, all the time we are confronted with an abundance of pictures without reference or context. One can only respond subjectively, following inherent (unconscious) selection and aesthetic rules. But to what extent are these decisions made randomly or are rather embedded in our cultural memory?
There is substantial evidence that type design has a great impact on the reader and that designers and non-designers perceive typography differently. Therefore I looked at existing psychological research that attempts to quantify the effect of typeface designs. I designed a typeface that is equal in its expression by combining traditionally separate categories of typography. “Sans-Serifs” for traits such as Consistency and Logic (Logos), “Humanist” for emotions, imagination (Pathos) and “Serifs” for credibility and trust (Ethos).
In Aristotle’s theory of Rhetoric: Logos, Pathos and Ethos are the key dimensions for speaking and communicating effectively. I think that also typefaces communicate and have a kind of rhetorical ability. Therefore I felt the need to investigate to what extent the reader can be influenced by typography. I looked through psychological studies to find three typefaces that can be representative of Logos, Pathos and Ethos and then took their unique qualities in order to design a typeface called Aby Warburg that would be equally unique in it’s persuasive character.
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