Experimental typography is defined as the unconventional and more artistic approach to typeface selection. Francis Picabia was a Dada pioneer of this practice in the early twentieth century. David Carson is often associated with this movement particularly for his work in Ray Gun magazine in the 1990s. His work caused an uproar in the design community due to his abandonment of standard practices in typeface selection layout and design. Experimental typography is said to place emphasis on expressing emotion rather than having a concern for legibility while communicating ideas hence considered bordering on being art.