The Text Designed "live"

The concept of typography is expanding in its own development process, and the current number of outstanding design works is doing an annotation and interpretation for its new extension. Undoubtedly, these works reflect the times and condition we live:the irreplaceable and interactive features of viewer’s experience are especially important at this time, so today’s design need to move from its function form to experience culture with an attitude of creating special perception. On this basis, the author proposes the topic:the "site" of typography.First, the second chapter of the paper is beginning with the "site" concept of other artistic fields, then to make a comparative study in order to define the "site" concept in typography, and compares it to the previous typography from the role transition, the message communication, aesthetic form and the way of viewing of character. Second, the third chapter of the paper analyzes the times’ background of why the "site" typography appears now from the aesthetic trends, the audience demands and the designer’s response. It also further implies the three dimensions in the case analysis of fourth chapter. Through the reality thinks about the situation of design, so this chapter is as well as the important basis for this paper to make an argument. In the fourth chapter, the paper focus on the qualities and appearance of typography, the method of designer and the experience and reflection of viewer in "site", by analyzing and discussing some typical "site" case between Western and Chinese typography, and then to inspire the designer how to do in the future. The contrast and interpretation about the "site" case of Western and Chinese typography will product an actual and positive significance for designer’s work, so which also is the main part of this paper.Through the upon analysis, we find that in "site", the aesthetic form of typography from eternal perfection tends to everyday simple, the design method from complete and accurate tends to process and unknown, and the attitude of designer from focusing on the design itself more than an emotional care for people. And all of this happened among the aesthetic transition, more looking of viewer and awakening of designer subjective consciousness which are influenced by the contemporary condition. I believe when we take these subtle and full experiences back to the creative practice again, which could add a hint of warm tone for the calm and rational typography. This is also my original intention of writing paper.