Kinetic typography refers to a technical name for moving text. This technique mixes movement with text to express ideas with a video animation format. Presented over time, it conveys a specific idea or emotion. Y.Y Wong proposed the importance for distinguishing the properties of form. What are the different categories of this technique?
Temporal Typography
Temporal typography includes artifacts and temporal media. As technology progresses, temporal typography has increasingly grown ubiquitous in culture. In addition, the ever-increasing variety exhibits a wide number of varieties, styles and behaviors. Temporal typography has no adequate name for the terminology describing typography that changes into a new identity. Oftentimes, experts call these forms a hybrid of typography, and they cannot be considered as part of static typography. In addition, temporal can be divided into three different categories:
- Dynamic Layout
- Scrolling Typography
- Fluid Typography
Dynamic Layout
In dynamic layout, movement of letters and words is directional. They relocate from one place to another. Dynamic layout prioritizes composition over design and makes the layout the focus. In temporal typography, the form relies on changing relationships to form a word or sentence. Letters and words move freely and change their relationship according to the surrounding forms. Dynamic layout relies on the smaller font sizes. However, larger fonts will appear more interesting and differentiate the layout to allows users to decode content.
Scrolling Typography
Similar to dynamic layout, the movement occurs in a directional motion, and scrolling typography also places a high importance on composition over design. Using the scrolling category, the motions will be mapped on a panning motion of the backdrop. The process could be in relation to the words, but it might not necessarily be related to the audience. Sometimes scrolling typography creates the impression of 3D imaging, and the scrolling technique could imply a relationship to viewers. Using typography in this way, viewers could feel encouraged to move forward with the landscape.
Fluid Typography
Individual letterforms that have not been fixed in shape, identity or location may be referred to as fluid typography. With this category, the letters will be malleable. However, one common issue associated with this fluid typography is that can sometimes be hard to recognize as letters. The advantage of using this type is that it may be able to present an audience with multiple meanings. Fluid create a responsive application, but it becomes a balancing act to ensure that usage does not go overboard. The fluid category links the typographic measure and browser width.
People often use kinetic typography with the standard animation programs including: Apple Motion, Adobe After Effects and Adobe Flash. Arranging text in this manner creates visual appeal and will make users want to use the application—provided that it has not been overdone. Typography can be found in advertisements, movies and the Internet. Moving text has become a popular method used for film introductory titles. However, this method has no limits to how it can be used for evoking emotions and ideas.
References:
http://www.typography1st.com/typo/prnc-des.shtml
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