The Essence of Hand Lettering in the Design Industry

: In the Design Industry, there are some important elements which has an attractiveness, word is one of that. Being designer has a wide range of competitors and that’s why to stand out it needs something different that the product will attract the attention of the customers. Nowadays, hand lettering is commonly use in the Design Industry. Hand lettering is the art of drawing letters when a word or phrase is being an aesthetic artwork. Hand lettering has its own characteristic that cannot be copied by others because it’s customizable, it can be created expressively. Otherwise people will always appreciate things that manually made. Also, decorative of the letters can give the feeling of pleasure and impression too. Hand lettering is full of knowledge, and talent. Moreover, hand lettering can suit the image of the brand that represents the personality of the company. This study use qualitative methods using descriptive analysis with direct observation method strategies, the data collection through an interview with designer and customers, observation and focus group discussion. The result of this study is lettering give a unique characteristic design but not be the only one factor that can increase public interest, it is also supported by design trends which always rotate in every generation. Hand lettering is an effective way to design unique, aesthetic and for recognizable brand to build strong brand identity.