Virtual Typography

A)

4

Job:01212 Title: Basics typography (AVA)

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constantly adjust the mode of perception. This is an

important aspect in the aesthetic perception of virtual

typography because it remotivates the level of attention

paid in the course of the information display. The

constant fl uctuation between image and text keeps the

viewer in suspense and lends virtual typography its

immersive quality.

Saussure’s semiological concept of the signifi er and the

signifi ed (see page 14) has determined the designers’

understanding of typographic communication for many

decades. But the model that once helped us understand

the difference between text and image now limits us in

understanding the relationship between the two in the

context of virtual type. If we want to analytically approach

the difference between virtual typography and static

typography, we need to acknowledge the fact that virtual

typography is not necessarily digital even though it lends

itself to being used in digital environments. Two things

make virtual typography special, different and separate

from conventional print or screen typography:

a) the deliberate delay in its communicative function

and b) its temporary disguise as abstract imagery.

Job:01212 Title: Basics typography (AVA)

1st Proof Page:6 5

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