The Analysis of the Expressive and Impressive Functions of Type in The Packaging of Iranian Foodstuff (The Case Study: The Selected Packages of the Annual and Biennial Iranian Packaging Designers)

Document Type : Original Article

Authors

1 M.A Student in Art Research, Faculty of Art and Architecture, University of Guilan. Rasht. Iran

2 Assistant Prof., Graphic group, Faculty of Art and Architecture, University of Guilan, Rasht, Iran

Abstract

Typography as one of the main cores of visual communication, in addition to explaining important aspects of the product and brand, has an impact on consumer motivation to buy the product. The aim of the study is evaluating the communicative features of type according to the basics of the visual arts and characteristics of its linguistics features in the selected Packages of the Annual and Biennial Iranian Packaging Designers and finding weaknesses and strengths of writings in the mentioned ones in relevance to the buyers is one of the other purposes of this project. Analyzing the visual identity and also recognizing implicit meaning of writings in these artworks is another objective of the study. The main question is how designing writing in packaging of Iranian foodstuff chosen by Selected Packages of the Annual and Biennial of Iranian Packaging Designers can be analyzed in terms of the expressive and impressive functions, and what is the role of signs in conveying the communicative, implicit and explicit meaning of writing on these packages. The methodology of the study is the mixture of library researching based on note-taking, visual-describing and field-observing through open-end survey and interviewing with the audience. Persian audiences for taking part in the survey are chosen randomly. The results indicate that in successful samples Proportion of writing with language and handwriting of the audience, coordinating the fonts which are used, matching the fonts with the title, using modern fonts, optimal use of color, optimal layout have positive feedback on packages. However, there are challenges that influence the expressive and impressive functions and become an obstacle in communication with the buyer. The challenges are listed as follows: The use of Latin styles and a lack of Farsi writing in the design; lack of harmony in the styles; using old-fashion styles.

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Main Subjects

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Packaging Science and Art
Volume 12, Issue 47
February 2022
Pages 43-56

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History

  • Receive Date: 28 July 2021
  • Revise Date: 22 September 2021
  • Accept Date: 27 February 2022
  • Publish Date: 22 November 2021

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