Zakodowane w piśmie. Teoria metafor pojęciowych w odniesieniu do próby interpretacji kryteriów doboru krojów pism

The article is an attempt to define typeface selection criteria used in the work of a visual communication designer. The author considers the unrepresented, as of yet, in literature matter of intuition, and therefore not grounded in project knowledge, the assignment of additional meanings to typeface. Those meanings are then mixed with the author’s intentions, the contents of the communication, and the competencies of the recipient. Referring to the theoretical considerations of Ferdinand de Saussure on semiotics and to the metaphor theory of George Lakoff and Mark Johnson, the author invites a discussion regarding the choice and interpretation of typefaces based not only on objective project-related and technical premises, but also on the grounds of interpretation. The text broadly discusses the concept and types of metaphors according to Lakoff and Johnson, before moving to the theory of Adrian Frutiger, who systematises elements of marks, from the smallest modules to basic marks, to their combinations, in order to demonstrate relations between physical traits of marks and their subconscious reception. After that, the article presents Theo van Leuween’s theory, which en­gages semiotics for the purpose of interpreting formal traits of typography. The author names and discusses van Leuween’s proposed classifications of distinc­tive typeface traits, such as weight and slope, as well as assigning them to inter­pretative domains.