Virtual Typography

3.1

3

Job:01212 Title: Basics typography (AVA)

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Typography, information and communication: 3.1 Communicative stages

3.2 The perception of time-based information

Communicative stages

Before analysing the perception of typography we

need to consider that typographic communication

extends beyond perceptual issues to emotive responses,

intellectual refl ection and, of course, the reader’s ability

to memorise information. As part of the perception

process that precedes these reactive activities, we can

differentiate between three stages: a) the cognition of

data (registration of signals); b) the recognition of

information (classifi cation of information) and c) the

process of decoding (for example, reading). These

three stages usually happen in close succession and

will often be felt as instant. Situations where we

misperceive information make us aware of the complexity

of the perception process that relates to reading. The

ambiguity that is often inherent in strong design solutions

tends to provoke a moment of rest because it invites

viewers to examine the work more closely.

Cognition of data

In order to communicate, information must fi rst be

identifi ed as such. This means that it must be fi ltered

from random, irrelevant signals. During this initial

cognition stage, signals that appear to be potentially

signifi cant are selected for closer consideration,

establishing a focus of attention. This cognitive stage

is particularly interesting in the context of transitional

information such as virtual typography. Where the

time-span for perceiving information is very limited (due

to the transitional nature of the information, for example),

the viewer needs to set, and possibly reset, his or her

focus of attention quickly.

Classifi cation

Following the cognition of information, a process of

classifi cation takes place. Here the viewer separates

typographic from graphic or photographic information.

Images are scanned differently to texts. When confronted

with a foreign writing system, we realise that this process

Transitional information

The scenario of watching

transitional information can be

compared to driving through a

city at night. Here the driver is

confronted with a plenitude of

signals such as road signs, traffi c

lights and other vehicles. The

speed at which the relevant

information needs to be fi ltered

from the vast amount of signals

available forces the driver to ignore

certain kinds of data such as

advertorial neon lights or illuminated

windows – these are registered

but not consciously perceived.

A passenger experiences the same

scenario very differently. As he or

she is not responsible for the safety

of the journey, the passenger would

usually apply a much more lateral

mode of perception. This shows

on the one hand that a lot of

information fails to communicate

because it remains ignored. On the

other, the example also reveals what

information communicates and

what does not: it depends much

on the intentions and interests of

the information recipient. If

designers wish to do justice to the

expectation of their target audience,

they need to take the viewer’s

intentions into account because

these direct their focus of attention.

Job:01212 Title: Basics typography (AVA)

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