Graphics Reference
In-Depth Information
EXPRESSION
Just as in two-dimensional typographic design, type in motion can
employ expressive, abstract elements. With type in motion, the designer
communicates through both the type's form and how it behaves.
Animated type often takes on the qualities of a character in a story,
and its actions may be playful, steady, dramatic, hesitant, frustrated,
confident, and so on. Animated type helps visualize spoken language.
It is most effective with short sentences or phrases, punctuating words
and changes in how words are delivered, such as quickly, slowly, or
with accompanying sounds. This layered visual communication is akin
to tone or inflection used in conversation (Fig.
9-32
).
In addition, motion has a unique ability to show transformations.
In a motion sequence, one letter, word, message, or idea often changes
into another. Designers at the Museum of Modern Art in New York
created a moving, dynamic exhibition title wall in which icons of
different works (Fig.
9-33
) in the show move randomly and then come
together to form the words
Applied Design
(Fig.
9-34
). The animated
projection orients visitors to the exhibition as they enter and visualizes
the idea that design is responsive to change.
Thinking in terms of time and how a story or message builds
over multiple frames can prevent the motion from overshadowing the
meaning of the sequence. Additionally, there is expressive potential in
juxtaposing type, image, and sound to create compelling sequences.
Designing with type in time and motion offers a wealth of possibilities
for enhancing a message, expressing thoughts, connecting with an
audience, and providing a context for ideas.
9-32
In this sequence, type placed above the actor
connotes thoughts in his head. Type size, case,
orientation, and position relative to the frame all
communicate tone. (Designer: Angad Medi)
