0 Discussion 32

ABSTRACT

The aim of this study was to understand the power of kinetic typography which is increasingly used in branding, online visual identities, logos and posters. In depth research was carried out on the psychology of motion in the Gestalt theories, the physiology of the retina and the cognitive science. This research provided an understanding of how kinetic typography affects the viewer, and how the perception of motion is hard-wired to the brain. The relation between choreography and kinetic typography was investigated as they have similarities like conveying emotion or storytelling. Furthermore, the review of studies on semantics shows how kinetic typography can add meaning. Kineticism can be used as a language similar to the system of figures of speech. Finally, the study looked at how motion of typography can affect the legibility of letterforms. This research is integrated with interviews from 10 graphic designers regarding their use of kinetic typography in branding. Complementary to the literature review, designer gave their insight about: the benefits of kinetic typography, how they added meaning with it, if they designed motion of type like choreography, and how it related to sound. The interviewees confirmed the findings of the literature review, while introducing to a different aspect of motion: Not only the kineticism of letterforms can be the most attractive visual, and meaningful form of typography, but designers are also animating typography to create a unique sensorial experience. The kinetic typography can fluctuate and transform between letterform and picture, using both visual signs to communicate with the viewer. The more it requires the viewer to understand what is happening, the more memorable the experience is. The relation between kinetic typography choreography was confirmed with the rhythmic, the iconic moments, and communication of emotion. However, this does imply that the letters always relate to human bodies in motion. The impact of sound design along with kinetic typography is considered important but not essential as the kinetic typography must be efficient on its own.