Virtual Typography

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Job:01212 Title: Basics typography (AVA)

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(protension) and a perceptual past (retention), we may

also assume that the more intensively we focus on either

the future or the past, the less conscious we are of the

quantifi able progression of time.

Virtual typography makes people experience time as

intensive because it imposes a state of confusion.

While the continuity of transformation makes viewers

concentrate on the future (when trying to predict the

emerging shape of the anticipated text information),

it also requires the constant evaluation of the present

data by comparing it to what was seen so far (does

any of the data resemble anything ever seen before?).

If the viewer’s time consciousness fl uctuates between

past and future, their awareness of the present moment

is weakened and their focus of attention is sustained.

Henry Bergson

Bergson (1859–1941) was a

French philosopher who argued in

favour of intuition over intellect. His

speculative thoughts on the nature

of time have infl uenced many other

philosophers and writers including

Gilles Deleuze’s analysis of the

‘movement-image’ and the ‘time

image’. Bergson was awarded the

Nobel Prize for Literature in 1927.

‘Why is this non-instantaneous

time not referred to as refl ective

time? Or thoughtful time?

Or quality time?’

Jessica Helfand

Job:01212 Title: Basics typography (AVA)

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