Content Analysis of Vernacular Letters of Street Vendors Selling Typical Snacks in Bandung City

Abstract

The purpose of this study was to determine the tendency of letter characteristics in vernacular typography on Bandung's snack carts. Bandung is known as a city with diverse culinary delights. Various types of typical snacks can be found in this city, such as batagor, baso tahu, cimol, cilok, cilor, es cendol, and es goyobod. Street vendors who sell these typical snacks usually use carts, and these carts are often decorated with vernacular typography that functions as the trader's identity, a medium to attract consumers' attention, and provide information about the products being sold. This phenomenon is interesting to study because vernacular typography on street vendor carts in Bandung shows various visual styles. Therefore, it is important to conduct research that discusses the tendency of letter characteristics in vernacular typography on Bandung's snack carts. This study uses a descriptive qualitative approach, with content analysis and typography theory to identify the tendency of vernacular letterform characteristics. The results of this study indicate a tendency of font type, color, thickness, proportion, slope, tracking, leading, character set, and visual effects in vernacular letters used by Bandung's snack carts. This research will be a description of the visual phenomena of the people in the city of Bandung as a reference for further design research.