Wednesday, 20 November 2013

Bring your content to life with Kinetic Text

Kinetic Typography Header Image

Kinetic typography, perhaps more simply defined as ‘moving text’, is an animation technique that fuses text and motion. Increasingly present in popular culture, kinetic text is a dynamic, engaging way to bring ideas to life and is perhaps an appropriate tool for your business…
First coming to prominence in Hitchcock’s enticing title sequences of the 60’s, kinetic text takes a standard, un-inspiring bulk of text and, through movement and graphic style, transforms it to better portray the information.

Reading a large chunk of text can become incredibly dull and monotonous for any audience. With kinetic text animations this copy is brought to life and emphasised through variation in font, size, colour, motion, angles, shapes etc. Key messages can be enhanced in the layout and timing of the piece, whilst iconography and graphics can create visual metaphors to support them further.
This great piece on procrastination is a fantastic example of engaging text and illustrates exactly how specific sections can be highlighted.

A very current style in the design world, kinetic text is often supported by narration, or created directly from narration (as in the video above). This works incredibly well as this form of visual communication can really add to the voice. Subtle movements and visual motifs can paint a picture of whose voice the audience is hearing and therefore – as with every presentation – a good script is essential.

This video encapsulates two different ‘voices’ and shows how their individual personalities can be reflected through animation and visual style.

Kinetic text captures audience attention and manipulates it to key areas, becoming far more memorable than block text. This is perhaps why many organisations now have ‘Who We Are’ text animations that help sum them up as a business. More personal than a couple of bullet-pointed slides and unique to their ‘voice,’ these animations can provide a great overview that is both interesting and informative. A gardening business, for example, could feature their text growing from shoots, floating down on leaves, or being trimmed by a mower: there are endless possibilities to be creative with text and this is perhaps why this creative trend may be around for a while yet; we even made one for ourselves.

No comments:

Post a Comment