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Expanding the Typographic Vocabulary: Temporal Narrative and Type in Motion

Expanding the Typographic Vocabulary: Temporal Narrative and Type in Motion. R. Brian Stone, Associate Professor Department of Design The Ohio State University. In the spirit of revolution. A change in the way of thinking, behaving, and seeing Type in Motion is (r)evolutionary.

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Expanding the Typographic Vocabulary: Temporal Narrative and Type in Motion

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  1. Expanding the Typographic Vocabulary: Temporal Narrative and Type in Motion R. Brian Stone, Associate Professor Department of Design The Ohio State University

  2. In the spirit of revolution • A change in the way of thinking, behaving, and seeing • Type in Motion is (r)evolutionary

  3. Expansion of the Field • A burgeoning body of knowledge • A design vocabulary • New tools / media • Communication channels

  4. g o • Typography is the art and technique of creating and composing letterforms d

  5. g o dog • Certain arrangements will convey different meaning

  6. go o d • The progression from abstract to concrete creates intrigue, possibility, and communication

  7. god o • But typography is not inherently kinetic • Letterforms are generally meant to be static, flat, upright, and high resolution

  8. good • But letterforms can exist and communicate in the kinetic realm

  9. Typographic message • Semantic, denotive, connotative representation • Color and texture • Shape

  10. sink miss ng

  11. Typographic message • Semantic, denotative, connotative representation • Color and texture • Shape • Motion... another dimension

  12. Type in motion • Activates a variety of thoughts, images, and meanings • Both in semantic and episodic memory systems • Personal and collective representations trigger a complex sequence of reactions known as emotions

  13. Hypothesis • Time based typographic communication may broaden the emotional stimulus in receivers • Kinetic typography, within an appropriate context can enhance meaning and degrees of communication

  14. Static pingpong

  15. Versus kinetic

  16. Early investigations • Happy • Fearful • Agreeable • Disgusted • Interested • Sad • Surprised • Angry Static vs Kinetic

  17. Early investigation

  18. Results • Development of a course: Type in Motion • An exploration of this different dimension • A segue to interactive media

  19. Pedagogy • Visualizations over time • Principles of animation • Critical analysis of motion aesthetics • Narrative

  20. Core • Type • Time • Space

  21. Design strategy • Metaphor • Personification / interpretation • Dialogue • Duality • Abstract to literal

  22. Design strategies • Composition • Foreground / background • Depth • Rotation • Direction / speed • Orientation

  23. Expanding the Typographic Vocabulary: Results of Teaching Click on an image to view Type in Motion…

  24. Conclusions • Type in motion has a broad range of exciting applications • Amplifies emotion • Enhances communication • Moves the medium beyond ‘flying type’

  25. Thank you • Saul Bass • Jeff Bellantoni and Matt Woolman • Frank Armstrong • …and the curious

  26. Expanding the Typographic Vocabulary: Temporal Narrative and Type in Motion R. Brian Stone, Associate Professor Department of Design The Ohio State University

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