Abstract

Today, knowledge on ideal text legibility and high-quality typefaces support fast reading and are accessible to almost everybody who uses a computer. Instead of accelerating the reading process, the kind of typography discussed in this article invites the observer to play in order to catch attention and go beyond the sheer process of reading. Text, which tricks our perception, is observed more intensely than usual ones. Roman Terpitz’ exhibition poster (Figure 1) and the typeface Wirefox (Figure 2) demonstrate how this works in static images. Currently, there is quick growth of still and moving images. Flickering screens catch attention while their content is exchangeable anytime. Hand-held devices like smart phones, touch pads or large, facade-covering LED billboards allow text to be convertible over time. The experiment Dancing type (Figure 3) shows how animated characters can change between text and texture. Words reveal out of a graphical structure and immediately dissolve afterwards. This claims the observer’s attention. This article will introduce and analyse a typography that leads to questions like where it could be used beyond advertising, which applications make sense, if it could improve communication qualities of certain texts and how it can add benefits to current screen technologies.