Grafik Tasarımda Tipografiye Yansıyan Kadınsal Bir Bakış Açısı: Paula Scher
A Femine Perspective in Graphic Design Reflected in Typography: Paula Scher

Author(s): Rumeysa Zeynep Araçlı Dursun, Ugur Bakan
Subject(s): Gender Studies, Fine Arts / Performing Arts, Visual Arts
Published by: Transnational Press London
Keywords: Paula Scher; typography; graphic design; woman; female graphic designer; modern graphic design;
Summary/Abstract: Typography, the backbone of graphic design and founded by Gutenberg, gained a different perspective from the modernist trends in the 20th century. As a result of the effects of the Industrial Revolution that took place in the 19th century, artists who approached art and design with a questioning attitude began to seek more aesthetic, experimental, and innovative designs—this period also brought about very important developments in terms of graphic design. It distanced the design aspect from traditionalism. It changed the course of the development process in graphic design and caused it to experience changes in terms of form and content. Artists also created their works by acting with a more aesthetic way of thinking. Paula Scher, one of these artists who showed herself in the 90s, is referred to as “the most influential female graphic designer on the planet” by Ellen Lupton. Paula Scher created a new design perception thanks to the impressive typographic uses in her designs. Scher stands out with her colorful, limitless, and architectural works. Scher attracted attention by creating a revolutionary design perception by combining architecture and graphic design. This unique perspective of Paula Scher evaluates the perception of design by reconsidering it innovatively.This research aims to examine the change in typography design, which has become a part of graphic design, in the modern period. Typography has been evaluated experimentally and innovatively in terms of aesthetics. It will conduct a detailed examination by focusing on the innovative approaches of Paula Scher, who has become one of the pioneers of this field, to typography design and examine her contributions to the field.

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