Virtual Typography

6.5

6

Job:01212 Title: Basics typography (AVA)

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The signifi cance of ambiguity: 6.5 The characteristics of virtual typography

6.4 Information overload 6.6 The virtual and the digital

The characteristics of virtual typography

The following is a short summary of various previously

discussed aspects of virtual type, highlighting what

makes virtual typography different from conventional

ways of presenting type on paper or on screens.

Virtual typography is time- and rhythm-bound

The gradual appearance of virtual typography produces

a rhythm that makes words fl ow either harmoniously or

in deliberate discord with the grammar of the language

used. We can judge the quality of virtual typography

according to when (timing), where (location) and how

(animation) the typographic elements appear in relation

to the meaning of the words conveyed. The time aspect

that is inherent in virtual typography affects the way

time itself is perceived by the information recipient. As

virtual typography undermines the viewer’s sensation of

time, it restrains the information recipient from thinking

analytically about the progression of time. Time appears

to stand still.

Virtual typography constitutes a challenge

Virtual typography heightens the viewer’s awareness

of the temporal disposition of words. Thus it makes

people experience reading as a process and helps

viewers to refl ect on the temporal characteristics of

visual perception. Virtual typography does not facilitate

the perception of information. Instead it raises questions

about the visual perception of words. As communication

is made deliberately diffi cult, virtual typography is

exclusive to those who are willing to commit themselves

to the challenge. But it is precisely the mastery of the

diffi culties involved in extracting meaning from aesthetic

compositions – be they literal, visual, or both – that gives

the viewer a sense of pleasure.

‘...the rhythm and measure

suspend the normal fl ow of our

sensations and ideas by causing

our attention to swing to and fro

between fi xed points.’

Henry Bergson

‘Pure immediacy is not enough

to generate aesthetic perception.

Besides spontaneity, will

and mental concentration

are needed as well.’

Theodor Adorno

Job:01212 Title: Basics typography (AVA)

2nd Proof Page:162

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