Wednesday, August 12, 2009



Kinetic typography—the technical name for "moving text"....
Kinetic typography refers to the art and technique of expression with animated text. Similar to the study of traditional typography of designing static typographic forms, kinetic typography focuses on understanding the effect time has on the expression of text. Kinetic typography has demonstrated the ability to add significant emotive content and appeal to expressive text, allowing some of the qualities normally found in film and the spoken word to be added to static text.
Kinetic typography refers to an expression of text that transforms itself in time and space, it can add a sense of emotion to various print and digital media.

Kinetic type has been widely and successfully used in film as well as in television and computer-based advertising. Perceptual psychology research on attention, reading performance, and comprehension has indicated that time-based presentation of text can be used effectively to capture and manipulate a viewer’s attention and in some cases improve overall reading performance.

It is distinct from other forms of temporal typography including 'serial presentation', which involves the sequential presentation of still typographic compositions. Temporal typography divides kinetic typography into 'motion typography' (subdivided into 'scrolling typography', 'dynamic layout') and 'fluid typography'. In dynamic layout, text elements move in relation to one another. In fluid typography, letterforms change and evolve without necessarily changing location.

With the advent of film and graphic animation, the possibility of matching text and motion emerged.

Early feature films contained temporal typography, but this was largely static text, presented sequentially and subjected to cinematic transitions. It was not until the 1960s when opening titles began to feature typography that was truly kinetic. Scholars recognize the first feature film to extensively use kinetic typography as Alfred Hitchcock's North by Northwest (1959). This film's opening title sequence—created by Saul Bass—contained animated text, featuring credits that "flew" in from off-screen, and finally faded out into the film itself. A similar technique was also employed by Bass in Psycho (1960).
Since then, the use of kinetic typography has become commonplace in film introductory titles and television advertisements.

One thing I love about movies is not the actual movies themselves but the opening/closing credits. Simply inspirational but most of all it(opening titles) creates and builds the atmosphere of the movie. It sets the mood, tone, and every literature aspects of it. Closing titles are great as well. Most producers chose the conventional scroll animation but some decided to end the movie with style and they truly did. some examples are- the kite runner, pulp fiction...



  1. the suspense is building....

  2. I note that you quote my definitions of fluid and temporal typography, but have not referenced my research as your source. Could you please acknowledge where the ideas came from by including a reference? Thanks.