The relationship between colour and typography on a poster as the means of art expression

摘要

Colour and typography are a means of art expression that play a crucial role in poster design. The choice and relationship between them tell us what message we are trying to convey and, what is more, how we express it. They influence the way and intensity of message expression and thus indirectly also human social roles and behaviour, although on a lower consciousness level.udIn my Master's thesis, I focus on the relationship between colour and typography on a poster as a means of art expression, and, although the power of a poster depends on many factors, I tackle the issue through theoretical and empirical research, from two points of view.udIn the theoretical part of the thesis, I research the definition of a poster, types of a poster and its history. I pay particular attention to seven colour contrasts based on Johannes Itten, to emotional and functional meaning of colours and their psychologically-symbolic effect. I define the typography, its meaning and history. I research the relationship between the outlook and text as well. The research approach used is a theoretical one, by using the method of literature study and overview of resources open to public on the internet. Moreover, I also make a formal art analysis of twentyone posters of different authors, crucial for the research, with the help of which I verify the outcomings of the theoretical research on the case of specific art forms of posters.udIn the empirical part of the thesis, my goal is to establish whether pupils grasp the basic meaning of a poster in my introductory lesson, when they try to guess the meaning of colour and typography on previously analysed posters. I try to improve their knowledge of posters and fortify the idea of poster's powerful message. I use the quantitative analysis and causal-experimental method on the intentional sample consisting of 38 pupils from the ninth class of primary school. I carry out three lessons, including the introductory one, with the experimental group and two lessons with the control group. I analyse the art work of pupils with the help of external assessors and descriptive grading scale.ud