Graphics Reference
In-Depth Information
HOW TYPE CHANGES AND MOVES
9-16 In this sequence,
small pixels build the
word generate . The
fixed position of the
word helps the viewer
perceive the passing of
time as the word takes
form. (Designer: Anna
Bitskaya)
Fixed position
Variation. In a motion sequence, type can
change even if it does not move across the
screen. The typography can remain the same
while each frame shows a change in color
or other formal quality. Likewise, a letter or
word can remain in a fixed position while
its visual attributes are altered. A letter or
word can change in typeface, weight, width,
slant, or size. It can change in color, value,
or transparency. It can also change its shape
through cropping, blurring, slicing, repeating,
or adding dimension with shadow (Fig. 9-15 ).
One more way a letter or word may change
while remaining in a fixed position is if it is
built up over a series of frames. This repetitive
action can communicate a sense of passing
time (Fig. 9-16 ). The possibilities for animated
type, even without motion across the screen,
are endless when more than one variable
changes at a time.
A technique called rapid serial visual
presentation relies on a fixed position of
typography. After the first frame, the words
change quickly in sequence, about ten items
per second, challenging the viewer to read the
screen and building a sense of anticipation
about the next word. In this technique,
also called quick-cut editing, repetition is
often used to ensure certain elements are
remembered.
9-15 In this interactive website, the position of the
words thank you is fixed, but the letters transform by
changing orientation, growing, or melting when a user
moves the mouse. (Designer: Jason M. Gottlieb)
 
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