Sensory Meaning of Type in Urban Space (Case Study of Rasht City)

Today, type is an integral part of urban space that can be mentioned as a social necessity and reality, and its role in creating a visual experience is clear to observers. Type in urban space has two main aspects, one is linguistic aspect and the other is visual aspect. The linguistic aspect is related to the audience's linguistic perception, the visual aspect of the type depends on the visual arrangements and design methods. Therefore, the second aspect is related to the visual arts. According to this, two kinds of meanings can be assumed for type; the explicit meaning that is formed through linguistic relations in the mind of the audience and the implicit and sensory meaning that affects the audience through image quality and visual elements. The main question of the present study is how the sensory meaning of type appears in urban space and what role it plays in creating a sense of harmony and contrast in urban space.

The main purpose of the research is to analyze the sensory meaning of type in Rasht as part of urban graphics and elements of urban identity. The role of type in creating harmony and contrast as well as expressive and effective functions of type has been considered. In this regard, in case studies, the sensory meaning of the type was analyzed individually for each brand and also in the city and the lack of organization of the type in the city was expressed.

This study is descriptive-analytical in terms of methodology. The data collection method is combination of library review (i.e. note taking and image analysis) and field observations. Data analysis was done qualitatively.

The research findings show that type in urban space conveys sensory meaning. The emergence of the desired sensory meaning of type requires a context that provides the ground for a favorable relationship with the audience and does not harm the beauty of the city.

In the city of Rasht, type with unique meanings along with severe visual distinction has caused undesirable visual contrast. Type in an urban space requires a layout that creates a visual harmony in the urban space. In the city of Rasht, due to the lack of page layout, type harmony is not seen.