As human being, when we use products, websites and applications we experience complex social and emotional responses. These responses are not different from the one we experience when we interact with real people. We are able to perceive -both in people and in things - personality traits and emotional signals, even when this was not the designer’s intention. This is true even for typefaces. 90% of the design we encounter in our lives is typography. We are continuously exposed to it in our everyday life. Unwittingly, typography has a great impact on how we act, interact and relate to objects. It can set the mood, influence decisions and be used to tell stories. You can even perceive personality through typography. This is why designers will often say that a typeface can express more than it writes. Before even understanding why, we are attracted to and buy that specific brand of mayonnaise because the typeface makes it look genuine and fresh. We love an advertising campaign because the typeface used is readable and friendly. We even trust a brand because their logotype looks luxurious and reliable. Our decisions can be completely influenced by the way we use typography, altering perception and triggering mental process that lead to behavior. Starting from the point of view of Donald Norman, author of the book Emotional Design, and from the book of Aaron Walter, Designing for Emotion, through practical examples and lively interaction with the audience, I explore how typography can create emotion, beauty, mood, pleasure, memorability but also frustration and rejection.

1. How typography evokes emotions and builds stories
Chiara Aliotta, Until Sunday

2. CHIARA
Bodoni MT, 120pt

3. CHIARA
Pirhoherak, 120pt

4. Thirsty Soft (modified), 120pt

5. Chiara
Sybil Green, 120pt

6. and evokes emotions

7. RELATIONSHIPLOOK
+ +
EXPERIENCE
TYPOGRAPHY TELLS STORIES
Add Personality Build Trust Create Memories

8. LOOK
Typography can communicate
gender, tone of voice and character.

9. ADD PERSONALITY
Gender
Gender
Snell Roundhand Regular, 120pt

10. Gender
Oswald Bold, 120pt
ADD PERSONALITY
Gender

11. Voice
Sacramento Regular, 120pt
ADD PERSONALITY
Tone of voice

12. VOICE
Franklin Gothic Bold, 120pt
ADD PERSONALITY
Tone of voice

13. Character
Sofia Regular, 120pt
ADD PERSONALITY
Character

14. Character
TT Director Light, 120pt
ADD PERSONALITY
Character

15. ARE YOU MY TYPE?
Match these portraits of people,
with a typeface that could possibly represent their personalities.

16. A. Lorem Ipsum
B. Lorem Ipsum
Woman from the roaring 20s ready to party Coventry Gardern, 70pt

17. A. Lorem Ipsum
B.
Male biker
Lorem Ipsum
Incised Black, 60pt

18. A. Lorem Ipsum
B. Lorem Ipsum
Construction Manager with blueprints FF DIN, 44pt

19. RELATIONSHIP
Typography influences our choices
and changes our beliefs.

20. Bodoni 72 Book + Thirsty Soft Light
BUILD TRUST
Perception
Pizzeria
mamma mia

21. BUILD TRUST
Perception
Elektra Regular
SOUVLAKI PALACE
O O'

22. BUILD TRUST
Perception
Elektra Regular
Mamma Mia
PIZZERIAO O

23. CHEAP
Nexa Rust Handmade Extended, 120pt
BUILD TRUST
Deception

24. Aviano Sans Light, 40pt
BUILD TRUST
Deception

25. TRUST & PIXIE DUST
Typefaces can trick our minds.
Make your choices based on typography.

26. Real Heavy Metal.
Fans Want Motörhead
Singer on Periodic Table
Music News
Motörhead fans still mourning the death of the band's singer,
songwriter and bassist, Ian 'Lemmy' Kilmister, in December are
seeking commemoration for the rock icon in an unusual location,
the periodic table.
A petition launched on Change.org by John Wright of York, United
Kingdom, proposed "Lemmium" as a name for element 115, quickly
gathering thousands of signatures. The element holds the
cumbersome temporary working name "ununpentium" and the
temporary symbol Uup, according to a statement issued by the
International Union of Pure and Applied Chemistry (IUPAC) on
December 30, 2015.
THE NEWS
http://www.livescience.com/53356-element-115-name-lemmy-kilmister.html
Written by Mindy Weisberger, Live Science on January 13, 2016

27. ELECTORAL CAMPAIGN
JAY ASHER
FOR PRESIDENT
YOU CANʼT STOP THE
FUTURE!
A. B.
Bello Typeface
2012, François Hollande Electoral Campaign
Futura + Franklin Gothic
1960, John F. Kennedy Electoral Campaign

28. AT THE PHARMACY
isobutylIbuprofen 300gr
Treat fever
Migraines and headaches
Rheumatoid arthritis
OMEGAPHARMA
24TABLETS
isobutylIbuprofen 300gr
Treat fever
Migraines and headaches
Rheumatoid arthritis
OMEGAPHARMA
24TABLETS
A. B.

29. EXPERIENCE
Typography enhances memories
and creates a unique experience.

30. Bodoni 72 Book + Thirsty Soft Light
CREATE MEMORIES
FRESH
Beer

31. Bodoni 72 Book + Thirsty Soft Light
CREATE MEMORIES
gourmet
CHOCOLATE

32. Bodoni 72 Book + Thirsty Soft Light
CREATE MEMORIES
delicious
BURGER

33. IF IT WAS…
Let’s stimulate memories
through association.

34. Lobster Two + Ostrich Sans Medium + Bebas Neue Regular
IF IT WAS A…
TIMEof
Period
Our days The Fifties The Seventies

35. Las Vegas, road sign, 1959
Kellogg’s Cereals, packaging, 1960
Roman Holiday, movie poster, 1953
Coca-Cola, advertisement, 1956
The Fifties

36. Mesquite Std Medium, 160pt
IF IT WAS A…
GENRE
Horror Sci-Fi Western

37. Once Upon a Time in The West, movie poster, 1968
Billy The Kid, wanted announcement, 1880
U.P. Saloon in Murray, Utah, photo, 1906
Western

38. Pusab Regular, 160pt
IF IT WAS A…
TASTE
Salty Sweet Watery

39. Cotton Candy
Heart Shaped Jelly Candy
Marshmallows
Sweet

40. There's always room for a story
that can transport people to another place.
J.K. Rowling, novelist
❝

41. @ChiaraAliotta
untilsunday.it
:)
Thank You