In both web and graphic design, you are always looking for a way to make each element work perfectly for the final result. When it comes to text, you are faced with a dilemma: you want something strong but functional, that will get across the exact message in look as much as in the literal meaning of the words.
There have always been arguments about typography, and the best tool for the job. When it comes to static versus motion typography, you might be feeling a little intimidated. Motion typography can go wrong with the slightest mistake, throwing the final result off completely and leaving you with the option of keeping an imperfect product, or starting all over again.
But there are four main ways in which motion typography can be used correctly and easily.
1. Literal Illustration Of Language
When creating a literal illustration it is important to remember that the point is to reinforce the message, rather than to create one. You are taking a word and adding a visual that relates to it.
For example, in our example above, notice how word “Relations” is depicted using the flourishing font and the word “Humiliation” gets smashed into hundreds of tiny dots: font choices and affects perfectly illustrate the message.
2. Rhythmic Embellishment Of Language
Rhythmic embellishments are just what they sound like: using a rhythm in the typography, as though the words are following a song, a sound. They meld into one another, layering to create a fluid image rather than a concrete one. The text looks almost like it is somehow dancing, and there are only a few words that won’t be on top of others, utilizing the foreground and background.
When using a rhythmic embellishment, it is important that you don’t forget that all of the words should still be readable. They might repeat, but one strand has to be recognizable to the viewer. Be caeful how you place the layers.
3. Personification Of Language
When you are personifying a piece of text, you are giving it a very specific characterization. You generally use this typography in quotes and dialogue, though it can be used for titles as well. It is about creating an impression of the person of thing that is addressing the text, and using differing characters when you are representing more than one personality.
For example, you might use a bold, brash typography for one personality as it speaks. But on the other side or beneath you will have someone else, and that typography will be different. What makes this such a unique and interesting approach is that you can represent a great many people, in either a concrete or less structured way.
4. Polymorphous Disruption Of Language
This of this as the typography without rules. It exists without the usual laws that keep it constant, allowing it to shift and change every moment that it exists. As long as it is text, it can do whatever it likes; expand or shrink, move quickly across the page, go from a faraway speck to a huge block of text in a matter of seconds. It is all about stretching the boundaries to create something completely freeform and wild, in any shape, color or motion you can imagine.
Free For All
The point of motion typography is to give you something imaginative, fluid and unrestrained. It doesn’t have the same rules to follow as other types of text, making it ideal for anything set to music, movement or spoken word. It is purely conceptualized and stylized, and can be a tool of immeasurable aid to the graphic designer.
In the end, it is a bold choice, but a worthwhile one.