Graphics Reference
In-Depth Information
Typography in Time and Motion
9
While motion can be simulated in printed works by means of
repeated letterforms, uneven baselines, changes in direction, or
inventive page formats such as flipbooks, kinetic typography gives
designers the opportunity to communicate with behaviors or actions
as well as with visual form. Time becomes the most significant
structural element in the design, with the designer determining a
sequence and pace for the message.
Beyond the basic considerations of typography, the designer decides
how
type moves and behaves, adding a “voice” to the message.
Similar to listening to a person speak, type in motion can convey tone
and inflection. And the pace at which the piece unfolds—quickly,
slowly, or with dramatic pauses—establishes a mood. Moving type,
coupled with sound and images, enables the typographic designer to
explore narrative as a means of expressive communication.
