
Integrating Typography and Motion in Visual Communication.
Typography is a critical tool in visual communication, in part because it can evoke human emotion by combining form with narrative text. Human feelings may serve asthe basis for the design of compelling images of a wide range of circumstances in oursurroundings. Emotion has a powerful voice, and it can be used in a soul-stirring way to convey the unique qualities of each individual.Over time, typography has gradually changed in response to major factors likeindividual differences, technological advancement, and cultural evolution.
Motion is physiologically linked to our self-awareness, and, as such, is always inseparable from
our daily experience. By its very nature, through such discernible attributes as direction
and velocity, the mere presence of motion cannot help but call to mind such qualities
as dynamism and energy. When combined through technological means, typography,
motion and emotion retain many of their separate characteristics, while they also
enable designers to make new, synergistic consequences.
In recent decades, technological innovation has greatly improved our potential for
visual communication. In particular, digital technology has provided almost limitless
opportunities for designers, artists and others to represent their concepts through
expressive visual forms. One result of this is kinetic typography, the combination of
typography and motion, or what is also sometimes called typographic animation.
Unlike static, print-based forms, kinetic typography uses motion to convey gestures
in ways that can function powerfully as visual images. As a medium, it is inherently
interdisciplinary, in the sense that it can integrate technology, typography, motion,
graphic design, music and literary narrative.
When we extend this marriage of typography and motion to graphic design education,
it is essential that we teach our students the fundamentals of kinetic typography before
expecting them to make innovative visual forms of concepts. These fundamentals
could be grouped into four categories, with the overall purpose of focusing on the
synergistic interaction of one component with another. All components interact with
and support all others, in the process of arriving at a rich, expressive message on
the stage (sometimes also known as ground or field of activity).