Thursday, January 28, 2016

That Type Has Moves...

Typically, we think of type as a static thing on the page...

But that's not the only way we can use type. Kinetic typography, also known as moving type, is the animation of text to increase the impact and interest of readers by increasing the emotion and interactive quality of the text. The text is presented over time and isn't alway all on the screen at once, making it a form of temporal typography. 

Kinetic typography can be a successful way to communicate emotion to the reader. The text can be changed in size to importance, color to attract more attention, or the position to show where it stands in the hierarchy. Psychological researchers have found that there in an increase in attention to text presented over time in this way can positively affect overall reading performance.
"Loudness can be mimicked by changing size of text, as well as its weight, and occasionally contrast or color. For high volumes, motions mimicking vibrations can be used. In the creation of characters, type can be set to in a way that mimics human motion and can further animated to "attach" to objects or shapes in ways the create spatial relationships or create associations to specific direction."

There are two styles of kinetic typography which are motion and fluid. The classification of the style depends on the behavior of the text. In motion typography, elements move in relation to one another and may move away from one another on a 2D plane or 3D space. As for fluid typography, the letterforms themselves change while remaining stationary in space.

The first examples of animated letterforms appeared as early as 1899 in the advertising work of George Milies. However, early kinetic typography was still very static. It wasn't until the1960's when opening titles of films began to feature true kinetic type. Scholars recognize the first film to have extensive kinetic type was Alfred Hitchcocks's North by Northwest. (Seen above.)


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