This project is about conveying emotions through typography in the visual identity for the London Short Film Festival.
Typography is a fundamental component in graphic design and communication and I have been exploring how it triggers emotions, using some of the basic human senses like touch, seeing and hearing.
Generally, it is used to convey information, so it must have some common-sense features such as scalability, appropriateness, high legibility, and readability. Yet there is another level to investigate, where typography can assume a major role: evoking and triggering emotions. The diverse shapes and types trigger our imaginations and bring out our styles of the typefaces themselves; they create reactions before we even read the words, feelings prompt memories and connect to all of our senses.
MA Communication Design