Virtual Typography

2.1

2

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Approaching multimedia: 2.1 Kinetic typography and motion typography

2.2 Temporal and transitional typography

Kinetic typography and motion typography

Kinetic typography is not necessarily bound to digital

media: it has gradually evolved from the design of fi lm

titles. This is why it is mostly associated with screen-

based media. The expression ‘kinetic typography’

translates literally as ‘the art of print in motion’, which

constitutes an interesting contradiction in terms. The

printing of type is a fi xation of texts, be it on to paper,

on to a wall, or on to an object. So, exceptions aside,

the text cannot really move. Obviously the carrying

material or object may well be moving – it could be a car

covered in advertising or simply the pages of a book.

The reader may also be moving in relation to the text –

when passing a billboard or a traffi c sign, for example.

However, the text would be interpreted as static rather

than kinetic in each of those cases. Motion is generally

perceived in relation to its context. Where a text moves

in accordance to its surrounding, such as a car, the

movement is attributed to the surrounding context –

that is the car, not to the text itself. Kinetic typography,

however, is type that is perceived to be in motion, so is

synonymous with motion typography.

The term ‘motion typography’ is also mainly used

for screen-based communication. Type can be set

to move across the screen, the screen borders being

the point of reference. A viewer would interpret the

typography as motion typography in each of these

cases. Unfortunately, a more liberal understanding

of motion typography has entered the designer’s

vocabulary. It appears that any typographic information

that changes over time is considered to be in motion,

no matter whether its location changes or not. We need

to differentiate between motion typography (type that

moves) and transitional typography (gradually changing

typography) in the following chapters.

Screen-based communication

This term encompasses computer

screens and television screens,

but also less obvious devices such

as mobile telephones, personal

digital assistants (PDAs) and car

navigation systems. Screen-based

communication is becoming

increasingly dominant as digital

displays begin to replace posters

and printed signage systems.

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