Thames and Hudson
Experimentation:
Constraints of convention are released and the fundamental notions of function and aesthetic are challenged.
Puts design in more of a scientific context - Experimentation is a research method
Traditionally, the role of experimentation has been located in the territory of the avant garde. This critiques the mainstream, challenging accepted conventions and developing new ways of seeing.
Early 20th Century saw a new relationship between fine art, typography and literature. Designers began to create visual interferences to subvert the conventions of literary form.
Top image is a spread from Typographica (issue 14, 1966) showing a range of publications produced by the 1920s anti-art movement Dada, which notoriously rejected traditional values and typographic conventions:
Typography and its Swiss Roots
Wolfgang Weingart proclaimed that 'the only way to break typographic rules was to know them.'
Hamish Muir: 'The experiment is in finding the point where the form is in dynamic tension with the underlying information structures and hierarchies. A much more intuitive, creative approach.'
Deconstruction: A style featuring fragmented shapes, extreme angles, and aggressively asymmetrical arrangements.
Ellen Lupton - 'A study of typography and writing informed by deconstruction would examine structures that dramatise the intrusion of visual form into verbal content, the invasion of ideas by graphic marks, gaps and differences'.
Deconstruction: A style featuring fragmented shapes, extreme angles, and aggressively asymmetrical arrangements.
She argues that Deconstruction is a 'process - an act of questioning'.
Experimental typography questions graphic authorship because the designer is displaying their own interpretation which is suitable to cultural events such as music labels, exhibitions and theatre.
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