Starting from the point of view of Donald Norman, author of the book Emotional Design, and from the most recent book of Aaron Walter, Designing for Emotion, this presentation will explain how to use typography to trigger emotion and engage your website visitors.
Typography is an essential element in graphic design and communication. Usually it is used to “carry” information so it must have some common-sense characteristics such as high legibility and readability, scalability and appropriateness.
But there is yet another level to explore, where typography can play a big role: evoking and triggering emotions.
We all know about emotions because we experience them every day. Emotions influence the way we make decisions, evaluate risks, solve problems and categorize information.
In advertising and product design, emotions are a really well-known subject. In web design, emotional design has just recently made its way to usability.
After giving you 3 reasons to embrace emotional design, you will learn how to use typography to:
1. Avoid negative experiences with typography that require more attention and effort from users, which leads to unnecessary frustration and dangerous aversion of your site.
2. Create a positive experience and enhance user performance with your website, so that times flies faster!
3. Add personality and character to your website using typography for a more creative and unique experience.
4. Draw attention to specific areas of your site by creating visually appealing layouts and harmony.
5. Be clear and consistent for a more effective message.
6. And finally, encourage people to share their experiences and create long-lasting relationships with users.
All of these subjects will be presented in a very easy and engaging way, with practical examples and tools to solidify the concepts. It is not necessary to have any specific knowledge about design and typography (some basic terms will be introduced during the presentation).
Recommended for web designers, graphic designers and UX designers.