Graphics Reference
In-Depth Information
Hierarchy
All good typographic design establishes a
hierarchy of the content presented, whether
it be the several levels of headlines, text,
and captions that lead our eye through a
newspaper or the simple hierarchy of a
book index, with just single spaces between
alphabetic sections. The size, color, and
weight of a typeface help a reader determine
what is most important. In addition, words
that are set at the top or left of a page are
usually read first. Designing type in motion
uses these same components to create
hierarchy, as well as others related to when
type enters the frame (time) and how it moves
within and out of the frame (behavior). Over
the course of a sequence, elements are said to
have “birth, life, and death.”
Time.
Because of the linear structure of
animation, the order in which type enters the
screen can indicate significance to the viewer.
We often perceive items that appear first or
last as more important. For example, if one
letter is fading up while another is fading out,
the viewer will give more attention to the new
word coming into focus (Fig.
9-13
).
Behavior.
The speed and juxtaposition
of elements with sound also help create
hierarchy. The speed at which words appear
and disappear affects the amount of attention
the viewer gives them. In addition, words
that appear with a fast or slow motion
that interrupts the established pace of the
sequence are considered more significant
(Fig.
9-14
). Sound or music can also add
emphasis to type entering a frame. If music
builds in volume or intensity when a word
enters the frame, that word will become more
important than others that appeared while
there was no sound.
9-13
In addition to the large size and bright color
of the word
chance
, the unusual order in which the
letters appear give the word prominence. (Designer:
Hong Wei)
9-14
Type fading up quickly on the left and right
sides of the screen attract attention because it
interrupts the established pace of the animation.
(Designer: Hong Wei)
