We’re delving into the world of Typography.
Typography is the art and technique of arranging type to make written language legible, readable, and appealing when displayed. The arrangement of type involves selecting typefaces, point size, line length, line-spacing (leading), letter-spacing (tracking), and adjusting the space within letters pairs (kerning). The term typography is also applied to the style, arrangement, and appearance of the letters, numbers, and symbols created by the process. Type design is a closely related craft, sometimes considered part of typography; most typographers do not design typefaces, and some type designers do not consider themselves typographers.Typography also may be used as a decorative device, unrelated to communication of information. – https://en.wikipedia.org/wiki/Typography
You may have seen them in commercials or music videos where all you see is just words sliding down the screen.
From research I’ve found that there’s more typography around us than we actually realise. It switches down billboards, commercials on tv or even whilst waiting for youtube to finally play your searched video. However, I’ve never really noticed them because a commercial is usually 30 seconds long and quickly overrun by the others that follow.
The power in typography is recognition. That the font used is recognisable to the product that’s being sold. The curvy font of Coca Cola is implemented in the commercial and so within seconds people know that it’s about this brand, other brands that have used typography in their commercials, be it on plain paper or an actual commercial, rely on their font as that is what will remind the consumer of their product by a simple letter.
I’ve gone through several bits of typography and have an idea of what I want to do.I want to keep my font simple and clean.
Such as this, however, the movement of the letters will also set the tone of the speed of the animation. If I decide on a fast pace dialogue, poem or even a song, this font or setup of words won’t be the way to go.
The speed and movement of the words and fonts here are completely different from the one seen above, however it goes fast enough to set the pace without taking away the ability to read the words.
Plan and construction : Creating an animation that relates to the story that’s being told. Making sure to keep the pace of the words but not overwhelm the screen with so many words in a short time at a higher pace that it’s not possible for the viewer to follow the story by just text. I will be using After Effects and several tutorials will be posted in upcoming posts regarding my research and moving from beginning to end of the project.