PERAN TIPOGRAFI VERNAKULAR DALAM MEMBENTUK ESTETIKA KOMUNIKASI URBAN
Keywords:
vernacular typography, urban communication aesthetics, local cultural identityAbstract
This study aims to reveal how vernacular typography shapes an authentic, functional, and sustainable urban communication aesthetic in the Pasar Johar and Kampung Kali Code areas of Yogyakarta. Using a qualitative approach with a phenomenological design, this research explores the lived experiences of merchants, designers, and visitors in constructing and interpreting local typography as a distinctive visual identity of the urban landscape. Data were collected through in-depth interviews, six months of participatory observation, and visual documentation of signage and design artifacts. Data analysis employed the interactive model of Miles, Huberman, and Saldaña, involving data condensation, display, and conclusion drawing.The findings indicate that vernacular typography serves not merely as an aesthetic element but as a cultural communication medium that enhances the area’s attractiveness, strengthens local identity, and stimulates community-based economic growth. The implementation of design principles—proportional flexibility, material authenticity, and cultural layering—produced a typography system that harmonizes cultural authenticity with modern commercial needs. The revitalization of signage using vernacular typography increased visitor footfall by 156%, fostered community pride, and created a multiplier effect through the empowerment of local artisans. These findings affirm that culturally grounded design strategies offer an effective alternative paradigm for developing sustainable urban communication aesthetics in the Indonesian context.
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