Kinetic typography
Kinetic typography—the technical name for "moving text"—is an animation technique mixing motion and text. This text is presented over time in a manner intended to convey or evoke a particular idea or emotion. It is often studied in Communication Design and Interaction Design courses. Some commonly seen examples of this technique include movie title sequences and credits, web page animation and other entertainment media.[1]
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History
With the advent of film and graphic animation, the possibility of matching text and motion emerged. Examples of animated letterforms appeared as early as 1899 in the advertising work of George Melies[2]. Early feature films contained temporal typography, but this was largely static text, presented sequentially and subjected to cinematic transitions. It was not until the 1960s when opening titles began to feature typography that was truly kinetic. Scholars recognize the first feature film to extensively use kinetic typography as Alfred Hitchcock's North by Northwest (1959). This film's opening title sequence—created by Saul Bass—contained animated text, featuring credits that "flew" in from off-screen, and finally faded out into the film itself. A similar technique was also employed by Bass in Psycho (1960).[3]
Since then, the use of kinetic typography has become commonplace in film introductory titles and television advertisements. More recently, it has been a central feature of numerous television idents, notably Martin Lambie Nairn's first Channel 4 ident (UK).
In December 2008, Excentric created for Vodafone Portugal the first ever personalized kinetic typography video [4] with some user generated content which meant you could add some keywords of your choice to your video. This was actually a videocard that you could send to your contacts for Christmas time.
Categories
Kinetic typography is a form of temporal typography (typography that is presented over time). It is distinct from other forms of temporal typography including 'serial presentation', which involves the sequential presentation of still typographic compositions. Barbara Brownie's model of temporal typography divides kinetic typography into 'motion typography' (subdivided into 'scrolling typography', 'dynamic layout') and 'fluid typography'. In dynamic layout, text elements move in relation to one another. In fluid typography, letterforms change and evolve without necessarily changing location. [5]
Production
Kinetic typography is often produced using standard animation programs, including Adobe Flash, Adobe After Effects, and Apple Motion. Students at CMU's School of Design have created a dedicated Kinetic Typography Engine [1], which is used to teach kinetic typography techniques to students. The effect is most often achieved by compositing layers of text such that either individual letters or words can be animated separately from the rest.
References
- ^ http://journalhosting.org/meccsa-pgn/index.php/netknow/article/view/27/61
- ^ Bellantoni, Jeff and Woolman, Matt, 'Type in Motion', Thames & Hudson, 1999.
- ^ http://www.cs.cmu.edu/~johnny/kt/dist/files/Kinetic_Typography.pdf
- ^ https://dl.getdropbox.com/u/867586/Postal_Site.mov
- ^ http://journalhosting.org/meccsa-pgn/index.php/netknow/article/view/27/61
External links
- The Kinetic Typography Channel
- Art of the Title — A site that catalogs particularly interesting title sequences, many of which feature kinetic typography
- 15 Stunning Motion Typography Videos
- Kinetic Typography at Typophile
- Top 12 Kinetic Typography Films
- Kinetic Typography Animation Tutorial
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