Virtual Typography

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Job:01212 Title: Basics typography (AVA)

2nd Proof Page:167

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Loss of Love – Studio for Virtual Typography

This plasma screen display was inspired by Baudrillard’s

claim that ‘Desire [...] is sustained only by want’ (Baudrillard,

1990). The words ‘the less I got to see you, the more I came

to love you’ are animated here to illustrate the idea that

only that which is beyond people’s reach can nourish their

desires. The typographic animation reveals only one passage

of the sentence at a time. As the individual letters rotate,

the word ‘less’ transforms into the word ‘hopeless’ and then

into ‘love’. Eventually the letters rotate back to their original

position and the process of transition repeats. The words

‘less love’ and ‘hopeless’ are linked visually through changes

in the colour of dots as well as through the correlative

position of letters. The visual presentation of these words

creates a separate layer of meaning. The ‘hopelessness’

on the one hand contradicts the positive statement of the

complete sentence. The motion of dots is decelerated to

such a degree that some of them occasionally appear to be

standing still. The slow, looping movement lends the graphic

work a subtle quality.

Job:01212 Title: Basics typography (AVA)

2nd Proof Page:167

001-184 01212_C1.indd 167001-184 01212_C1.indd 167 1/16/09 12:56:52 PM1/16/09 12:56:52 PM