Digital Creative EnvironmentsProject Presentation 2014-2015

23rd January 2015

Jessica Derges K1207361

What is Kinetic Typography/Type Animation?• Kinetic typography/Type Animation = “moving text” • Video Animation format• Used to Express ideas/Evoke a particular feeling or emotion.

Theoretical Definitions of Kinetic Typography/Type Animation:

“Letterforms…integrated into Film and Television”

(Brownie, 2014)

“Textual motion”(Ikonen, 2003)

“The art of print in motion”(Hillner, 2009)

“Kinetic Typography, also known as “dynamic typography” or “time-based typography” is the art that deals with

type that moves”(Yu, 2008)

“allow for a different type of engagement with the viewer” and “may explicitly direct or manipulate the attention of

the viewer”(Lee, Forlizzi & Hudson, 2002)

“one of the decisive dividing lines between digital media and print

media”(Ikonen, 2003)

“Letterforms integrated into television and film…” – Brownie, 2014

https://www.youtube.com/watch?v=K0YI9c3jc90

Pink Panther Closing Credits (1963)

Stills from Childline’s: First Step ad Campaign.

The purposes of Kinetic Typography

• Info-graphics.• Branding/Marketing/Advertising

Strategies for Businesses.• Film/TV Summaries.• Lyric/Music Videos.

How is Kinetic Typography Developed?

• Illustrator/After Effects• Individual Animations.• Layered and Composited.

Project Specific: What is my Project?

Practical Element

• Incorporating:- Lyrics- Animation- Music- Themes of: Love,

Lust and anxiety, sadness.

• 3.21 seconds.• Animated sequence involving

words and animations.

Two screen shots from a quick Type animation I made to the song The Hellcat

Spangled Sha la la la.

Essay Question and Aims

“How far do audiences engage and involve themselves with Kinetic Typography/Type Animation pieces?”

Aims:

•Compare and contrast how far older forms of media and newer forms (Kinetic Typography) connect, engage and involve their audiences and the techniques they use to do so. How are audiences “manipulated” by KT’s.

•With remediated forms of media, does prior knowledge allow some audiences to enjoy pieces in different ways?

•How “creative” is my remediated form? Does this affect the way audiences connect with my piece?

•How Kinetic Typography remediates older pieces of media (for example: a song or a music video).

Research and Evaluation

• On completion:• Screening of piece.• Audience reaction and engagement/involvement noted.• Audience questionnaire.• Possible screening of another similar Type Animation piece, in

order to compare and contrast.

How does this relate to previous study? - REMEDIATION

• Remediation: Understanding New Media (Bolter & Grusin, 2008)• “Electronic version is offered as an improvement, although the

new is still justified in terms of the old and seeks to remain faithful to the old mediums character”

• “Seamless” • “One medium is itself incorporated or represented in another

medium”• “Defining characteristic of digital media”

Remediation of Song > Lyric Video

Old > New

Listening > Listening and Watching – more engagement?

…Kinetic Typography “may direct or manipulate the attention of the viewer” (Forlizzi & Hudson, 2002)

•The idea of manipulating attention of viewers.

•Movement of words and animations – manipulation of eyes.

•“Evoking emotion and expression” - manipulating the feelings of the viewer.

•Blurred lines of active and passive viewing.

Project Requirements

• Apple Mac computer/laptop.• Adobe After Effects Programme.• Adobe Illustrator.• Adobe Photoshop Programme.• Projector.• Screen.• Youtube.• An Audience

Project Timeline

• January 15th – Detailed, planned storyboard of the KT with detailed animations and notes

included for each window.• January 23rd – In-class presentation.• January 30th – 1 minute into KT. Begin writing the essay.• February 10th – 2 minutes of KT complete.• February 28th – KT complete (practical).• March 10th – Research into how far the project engages

and involves the reader. Set up a screening of the piece and make notes.

• March 30th – Completion of essay.• April 1st – April 20th – Last minute updates and changes.• April 22nd – Portfolio due.

Questions, Comments & Suggestions?

Copyrights• Slide 1: “Title Page” – Image Courtesy of: http://www.likemindedstudio.com/ and

http://www.grizzlybearmodern.com/2011/07/type-animation/ • Slide 3: “Letterforms…integrated into Television and Film” – Images courtesy of:

http://www.aenimaestudio.com/blog/kinetic-typography/ , http://www.creativebloq.com/typography/examples-kinetic-typography-11121304

• Slide 4: “The Purposes of Kinetic Typography” Image Courtesy of: http://vimeo.com/91580398

• Slide 5: “Project Specific: What is My Project? – Image Courtesy of: http://www.israbox.net/1146314740-placebo-meds.html

• Slide 10: Image Courtesy of: http://www.creativebloq.com/typography/examples-kinetic-typography-11121304

• Slide 11: “Project Requirements” – Image Courtesy of: http://inntrending.com/apple-logo-png-transparent-background/ , http://commons.wikimedia.org/wiki/File:Adobe_Illustrator_Icon_CS6.png , http://commons.wikimedia.org/wiki/File:Adobe_After_Effects_CS6_Icon.png

References and Bibliography• Bolter, D & Grusin, R (2000). Remediation: Understanding New Media. London: The MIT

Press.• Brownie, B (2014). Transforming Type: New Directions in Kinetic Typography. London:

Bloomsbury. 4.• Hillner, M (2009). Basics Typography 01: Virtual Typography. London: AVA Publishing. 35. • Ikonen, T. (2003). Introduction: Towards a Classification of Temporal Typography. In:

Brownie, B Transforming Type: New Directions in Kinetic Typography. London: Bloomsbury. 4.

• Lee, J, Forlizzi, J & Hudson, S. (2002). The Kinetic Typography Engine: An Extensible System for Animating Expressive Text. School of Computer Science. 1 (1), 1-9.

• Yu, L (2008). Typography in Film Title Sequence Design. Michigan: ProQuest. 37.

Webography

•http://www.creativebloq.com/typography/examples-kinetic-typography-11121304

•http://vimeo.com/34209764

•http://youtu.be/DJ2T4-rUUcs

•https://www.youtube.com/watch?v=K0YI9c3jc90