A)
8Job:01212 Title: Basics typography (AVA)
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Structural decoding
Despite the fact that typographic elements become
an increasingly integral part of images and moving
images, the structural decoding of text remains
fundamentally different from that of images. As long
as people in the Western world are conditioned to
write from left to right and from top to bottom, text
will always be scanned accordingly. Changing the
formal aesthetic representation of text will not change
the fundamental characteristics of reading. However,
the challenge of searching for type within moving
images appears to become increasingly common.Keio Department Store poster – Shigeo Fukuda
The Japanese designer Shigeo Fukuda is a master of visual
deception. As a designer and a sculptor Fukuda introduced
illusionism to visual communication. Alongside dignity and
beauty, Fukuda considers absurdity to be the most important
aspect in the context of design. Visual challenges have
become one of Fukuda’s main communication principles.
The poster shown here illustrates the fact that visual
ambiguity offers two or more possible interpretations, but
the viewer can only think of one state at a time: One sees
either female or male legs.Job:01212 Title: Basics typography (AVA)
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