Text in (e)motion

Discusses kinetic typography. The author notes that there is insufficient work on the way in which motion enhances or limits the way text information is perceived by the viewer, makes reference to the books about kinetic typography 'Type in Motion' (London: Thames and Hudson, 1999) by Bell...

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Bibliographic Details
Published in:Visual communication (London, England) England), 2005-06, Vol.4 (2), p.165-171
Main Author: Hillner, Matthias
Format: Article
Language:English
Subjects:
Communication
Design
Texts
Typography
Visual communication
Visual culture
Writing
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Summary:Discusses kinetic typography. The author notes that there is insufficient work on the way in which motion enhances or limits the way text information is perceived by the viewer, makes reference to the books about kinetic typography 'Type in Motion' (London: Thames and Hudson, 1999) by Bellantoni and Woolman and 'Moving Type' (Hove, UK; Rotovision, 2000) by Bellantoni and Woolman, and considers the questions of what motion is and means. He argues that in the modern world motion has become a tool for seduction, suggests that kinetic typography can help to encourage viewers to take their time, and makes reference to Donald Norman's argument in 'Emotional Design' (New York; Basic Books, 2003) that our emotional condition makes us focus on one or another element within our environment. He refers to the contrast drawn by Barthes between the "text of leisure" and the "text of pleasure". He argues that kinetic typography provokes the feeling of discomfort addressed by Barthes, and concludes that to communicate effectively we cannot ignore people's sensual needs.
ISSN:1470-3572
1741-3214
DOI:10.1177/1470357205053394