"Kinetic Typography"
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Gallery Tour
Gallery Tour
Symposium "Kinetic Typography"
Gallery Tour
Gallery Tour

Aug.6(Friday)- Sep.19(Sunday),1999 [Finished] Gallery A, D, Theater


"Kinetic Typography"

The history of typography has shown that careful treatment of typography can enrich written languages by adding various expressive qualities, such as emotion and tone-of-voice. We envision that the additional dimension of time in digital media will further enrich the communicative power of typography. Text is no longer limited to static forms in digital communication. Typographic form can change in size, color, or position over time to better express its content. For example, adding a small vibration to the word please suggests begging, or a small child struggling with the power of her emotion. Although animated text has been used in TV commercials and in film, the potential of kinetic typography as "written language" has not been fully explored.

Our study of kinetic typography tries to extend the repertoire of written expressions by integrating traditional typography and a new method of text presentation. In particular, we have been inspired by a presentation method called Rapid Serial Visual Presentation (RSVP). Using RSVP a reader's focal position is fixed and text is displayed serially. Research in RSVP suggests that humans are able to read text in RSVP form as fast/comprehensive as reading a regular text. Reading an RSVP message is like hearing, in that it allows us to temporally manipulate typographic forms as a reader reads each word or phrase.

Because of the relatively short history of kinetic typography, we began by generating a wide range of examples. Through those explorations, we have just begun to identify a set of design issues that are important for the creation of kinetic typography, including: tone of voice & typography, motion & emotion, representation of personality, descriptive model/language of time-varying forms. We envision that the results of our work will be valuable to professional designers as well as to design education.

In addition, we have begun to believe that kinetic typography can potentially become a means for ordinary people to express their messagese.g., using e-mail. In other words, we do not consider kinetic typography to be exclusive to professional designers. If we provide an appropriate tool, people could better express their messages using kinetic typography. With this premise in mind, we have recently begun developing an tool for writing kinetic messagesQi.e., a special word processor.

Existing writing styles have largely been shaped by a static mediumQnamely paper. Once humans possess a tool to write/express kinetic messages, it is conceivable that we will witness some changes in the way we use languages. Will we use the same writing styles in kinetic typography? Can an effective writing still be effective in kinetic typography? Such questions can only be answered as a result of many years of social interaction.