The New Thaipography

Abstract

This thesis is about designing a new Thai typeface. The project attempts to increase Thai typefaces options for Thai designers. The range of existing Thai typeface selection is limited, for use in text and display situations. There are several problems of Thai typeface usage at both the display and text type level. This project focuses primarily on the development of a new typeface for use in display situations. Thai designers use a single typeface for a wide range of products without regard for the differences between the products. Through attempting to solve the problem of limited options, this project includes a comprehensive study of Western typographic theories and principles and the application of these toward the new typeface design. Therefore, this project begins with research and analysis to understand the historical evolution of Western and Thai typography. The Synthesis section of this study relates to the way designers order and interrelate information from research through the design process. Ideation, Evaluation and Implementation sections are focused on two areas: 1) the development of a new typeface and 2) the application of this typeface to a series of promotional posters. The typeface ideation has been evaluated by Thais. The evaluation stage was an important and useful part of the process to understand the many considerations that must be satisfied in the design of an effective typeface. The goal of the new typeface design, or 'the New Thaipography,' is to provide a new typeface choice for Thai designers that functions well in display situations and has aesthetic integrity.