Conceptual Typography Between form Significance and Persuasion

Abstract

In the rapidly changing world of technology and visual arts, there has begun a cultivating interest in the creative process as a fundamental human requirement, especially in art and design. When considering the conceptual typography, one must be made well aware that the letter, which is the basic component of the word, has become of two importances; which are the readability and achieving a communicative process . The written word thus transforms from being a visual form of communication into an entity of its own, that delivers a certain message that may arouse receiver's emotions . This process is capable of achieving visual satisfaction due to the honesty and simplicity in the composition , as it communicates with the receiver to the point of motivation to participate in decoding the design and reading the hidden meanings . The importance of this study is the scarcity of existing research concerned with the field and with their symbolic connotations. The research aims to achieve persuasion by taking advantage of the symbolic , formal connotations of Arabic letters .To this end, the research follows the descriptive analytical methodology based on gathering information to build its theoretical framework and design a guidelines that helps the graphic designer in achieving the symbolic significance of typography and achieving persuasion by presenting some examples of works designed by the researcher.