Reading Systems
1. Typographic modes are based on reading traditions and they change with each type of writing.
Interpretation
1.'Encoding' and 'decoding' = the cause and effect between intention and perception.
2. Culture dictates typographic conventions.
3. The 'ideal reader' receives the message as the sender intends.
4. Context influences interpretation: public, personal and global perspectives.
5. Physical context: the physical where and what.
6. Visual competition exists for reader attention.
7. Reader Orientation: the sender needs to anticipate how the reader will see the artifact.
8. Point of Delivery: reader's distance while reading.
9. Time allotted to read impacts the speed of delivery.
10. Frontiers: the screen, 2,3 & 4 dimensions.
11. Challenge convention though unwritten messages.
