Text
- Main block of text - the body - running text
- Text is the most important part - rather than the elements which surround it
- Designers break up text - shortcuts - easier to read
- Typography - helps readers to navigate through text
- Spacing arrangement - helps readers to avoid reading- almost reads for you.
Notes and kay points made from Lupton, E (2008) 'Thinking with type'
Errors and ownership
- Before printing, there was a lot of hand written errors. Took a long time to correct it.
- Printing was first mass production unit. Errors corrected easier.
- A book / text changes all the time, as it is manipulated and translated differently by everybody.
- The invention os printing meant ownership was established, copyright laws came about.
- Classic typographers page is complete and enclosed. Is finished. Twentieth century contested about ownership, in revealing the openness of text, and corrosiveness of history - the way in which time changes how it's read.
Spacing
- Positive (actual lettering) and negative gaps make up a writers 'art'.
- Letterpress - Space created by actual physical objects, including leading.
- Spacing is crucial n order to make a piece of writing flow although being spoken, even though spoken language is perceived as a continuous flow with no audible gaps.
- Printing created words to be individual objects
- Typography made text into a thing to have dimensions and fixed locations
- Typography manipulates particulars of alphabet, employing habits - punctuation and spacing (seen not heard)
Linearity
- Barthes argues 'the work' to be perfect in that it has been poof read, and is a neat tidy object - due to the art of printing, but the way in which it is defined and given a metaphor is down to a cultural network.
- Navigational features emerged - giving a book a fixed sequence of pages
- Talking flows in a single direction, writing occupies space and time - defined by when it is read
- The work - Unsure, undeceive, the text - sure, unarguable
- Typography design in a digital era, serves a new purpose, in all its aesthetics, it serves to distract the audience from ownership.
Birth of the user
- Type = a mode of interpretation
- Each typographic attempt to reframe content in a certain way
- Katherine McCoy - Pictures can be read, words can be seen (perceived as icons, forms, patterns). Trying to elevate the status of designers.
- Reader has more importance over writer in creating meaning - Barthes - own interpretation
- Graphic designers in 1980's and 1990's embraced bathes theory of 'Death of an author'. Interlocking grids, using layers of text.
- Typography becomes the mode of interpretation
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