Virtual Typography

Creative industries often tend to treat the terms

‘information design’ and ‘communication design’ as

synonymous. However, the difference is crucial if we

want to understand how virtual typography stimulates

the viewer’s senses. The confusion between information

design and communication design probably derives

from the widespread emphasis on the creation of

information designs. Information is produced for the

purpose of communication. From a perceptual point of

view the situation is less straightforward because not all

information communicates. Information in the context

of communication theory is nothing but ‘noise’ that is

subject to the interpretation of the information recipient.

The viewer’s reconstruction of meaningful content is a

complex process.

Chapter 3

Typography, information and communication

54—55

Chain Reaction – David Lozano

David Lozano, who graduated from the London College of

Communication (LCC) in 2006, is now working as a freelance

designer in London. For Chain Reaction, Lozano used a vast

amount of matches to construct the word ‘fl amboyant’. This

fi nal-year project constitutes a very courageous attempt to

examine the dynamic relationship between the form and the

content of a word through a process of destruction. When the

piece was set on fi re, a new image evolved, quite literally

overpowering the meaning of the word. What is left as a result

is a two-metre-long piece of type, the remains of which tell the

story of its making.

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