Decoding type (semiotics) masterclass
Decoding type (semiotics) masterclass
From GBP 155.00
Online Event
Date
Description
Decoding type (semiotics) masterclass
For design & communications teams
The typographic landscape is changing quickly. It reflects this time of fast social change and shifting cultural attitudes. Discover how decoding type trends can reveal what people care about today and how this can inform your design solutions.
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Neutral and minimal has been replaced by an eclectic and fast-evolving typographic landscape. From comfort and friendly, edgy and telling it how it is, being human, celebrating sensorial experiences, craft against the machine to mix and match styles and a new era of experimentation. We’re seeing the resurgence of styles from the past, fonts that move and respond and the old rules being broken.
A type style can resonate with your audience or it can feel out of sync. It can reflect what you care about and where this overlaps with what your customers care about today.
Explore the semiotics of typography and discover how you can use this to future-proof your type choices.
“That was totally dope. Insightful. Articulate. Entertaining. Super impressed.” Nic
Refresh your knowledge and join the conversation about how typography reflects wider cultural trends
You’ll learn how to decode the typography of everyday products. Ask what does it reveal about changing moods and attitudes? How might typefaces motivate your decisions? How can you use typography to make an emotional connection and to reflect your shared values?
In this session we’ll work across a series of categories with real life examples. You’ll come away understanding how type is used to create meaningful stories and to code different emotions for a brand.
In this masterclass you will
• Explore the semiotics of typefaces.
• Take a critical look at type trends that are popular today.
• Decode what today’s type trends reflect culturally so you can use this to inform your design solutions.
• Consider how typography can create an emotional connection.
• Discuss when type styles are authentic or contrived.
• Explore how typefaces can connect with the customer by reflecting shared cultural values.
Ideal for designers, communications and marketing teams, students.
Organiser
Sarah Hyndman demystifies the amazing world of typography. She is the author of ‘Why Fonts Matter’. She is a TEDx speaker, a regular on radio (BBC Radio 4’s 'Word of Mouth' with Michael Rosen, 'Saturday Live', 'Today'.) and TV (Channel 4's 'Sunday Brunch'). Sarah is a multisensory typography expert and collaborates on studies with Professor Charles Spence of the University of Oxford.
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Decoding type (semiotics) masterclass
From GBP 155.00