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6⬜INTRODUCTION

In this dissertation we will first investigate the psychological effect of movement on the viewer. The graphic design principles defined in the Gestalt Theory, as well as research in neuroscience help us understand the dramatic importance of movement to draw attention and communicate information. In the second part we will consider the similarity between kinetic typography and choreography in its ability in conveying emotion to the viewer. The third part will investigate the semantics of kinetic typography. We will also investigate how legibility is affected and examine examples of its use in branding or title sequences.