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Kinetic Typography Readings CMU Kinetic Typography web page: No authorship given, but seems to be adapted from a paper by Shannon Ford, Jodi Forlizzi, and Suguru Ishizaki (all CMU Dept. of Design) Links to lots of examples Old expressive form

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CMU Kinetic Typography web page:

No authorship given, but seems to be adapted from a paper by Shannon Ford, Jodi Forlizzi, and Suguru Ishizaki (all CMU Dept. of Design)

Links to lots of examples

old expressive form
Old expressive form
  • Expressing language through typeset text is an old (but still central) form of expression
    • Powerful due to strong human linguistic abilities
    • Typography extensively studied this century
      • Going beyond just the content and into the form
new expressive form film
New expressive form: Film
  • Primarily visual (but also auditory) forms
    • Moving pictures
  • Rather different properties
    • Much stronger story telling ability
      • Writers have to work very hard to “paint a picture” in words
      • A good film maker can “set the scene” in a few seconds
    • Easier to convey emotive content
      • Verbal: puts back “tone of voice” (prosodic features)
  • Films tend to be much more engaging
    • “Take you places” and make you feel things
  • Perhaps not as good at “communicating facts”
    • Less linguistic
kinetic typography5





Kinetic typography
  • Now have the ability to do add some of the properties found in film to text (via dynamics)
    • Emotive power
    • Engagement
      • Less passive
      • Can explicitly direct/manipulate attention of reader
a new opportunity
A new opportunity
  • Earliest uses in film
    • Needed text for opening credits but wanted to better match the form / feel of the rest of the film
  • Separate thread from perceptual psych
    • RSVP: Rapid serial visual presentation
  • Currently very widely used in commercials
    • Emotive content & attention manipulation both important
  • But only recently really looked at systematically
    • Media lab starting late 80’s (Small, Wong, Ishizaki)
    • CMU since then (Ishizaki, Boyarski, Forlizzi, students)
powerful but under exploited a nice combination
Powerful but under exploited(A nice combination :-)
  • Only widely used in limited domains
    • Lots of other potential uses (e.g., web, email, …)
    • Not combined with interactivity at all
  • Not well explored / understood
    • Some systematic exploration of design space, but not by a lot of designers
    • Not much in the way of recognized / reusable rhetorical structures
    • Very little literature on this
  • Could use help from tools
    • Currently quite hard to author

(local link)

what do we know about kinetic typography
What do we know about kinetic typography?
  • A few general things
  • Start on how to express a few specific things
    • Emotion
    • Character
  • Longer list of things that can be manipulated for expression
    • Still far from complete
content and form in separability
Content and form (in)separability
  • Some text has ambiguous meaning that can be indicated by form
    • “I said I’m sorry”
    • “Oh boy is it nice out” (nice day1) (nice day2)
  • But most have fairly clear meaning
    • Can only manipulate so far
    • Might turn sad into angry but probably not sad into happy
things that can be expressed emotion
Things that can be expressed: Emotion
  • Analogs to affective meanings in human (and other) motion (nice day1)
  • Use of prosodics
    • Timing, pace, rhythm
    • Tone of voice
expressing emotion
Expressing emotion
  • Tone of voice
    • Two parts
    • Paralinguistic
      • Doesn’t typically affect meaning
      • Vocal qualities (e.g., huskiness, timbre)
      • Hard to express / weak results
    • Linguistic / Prosodic
      • Can effect emphasis and/or meaning
analogs for prosodic expression
Analogs for prosodic expression
  • Pitch
    • Classic example: statement vs. question
    • Analog: large upward or downward movement
  • Loudness (abuse example)
    • Used e.g., for stress
    • Analog: changes in weight or size
  • Tempo
    • Used for overall emotional quality
    • Analog: movements with human meaning
things that can be expressed character personality
Things that can be expressed: Character / personality
  • Look to techniques from film
    • M. Smith, “Engaging Characters”
  • Can manipulate aspects of
    • Recognition
    • Alignment
      • Attachment
      • Subjective access
    • Allegiance
aspects of character creation
Aspects of character creation
  • Recognition
    • Identification and re-identification of a character
    • Normally based on invariance of characteristics
      • Position, typeface, color, etc.
    • Critical to establishing a character
aspects of character creation16
Aspects of character creation
  • Alignment (Oh No example)
    • Attachment
      • Following characters in time and space
      • View follows (is attached to) some characters
        • We see them or what they see
        • “Attached” / main characters are always in the scene
        • Others only in view when they come in contact w/ attached
    • Subjective access
      • How much we know about the inner life of character
      • How much of emotive content is expressed
aspects of character creation17
Aspects of character creation
  • Allegiance
    • Viewers emotional and moral response to character
      • Desirable / preferable characteristics relative to other characters
      • Do we like them, are we “rooting for them”?
attributes of form that can be manipulated for expression
Attributes of form that can be manipulated for expression
  • Visual properties
    • Color, saturation, brightness, etc.
    • Translucency (visibility) & focus / blur
  • Spatial properties
    • Location, layout, alignment, …
    • Scale & Rotation
    • Pseudo-3D (order, occlusion & overlap, relative scale)
  • Typographic properties
    • Typeface and style
    • Spacing (leading, kerning, etc.)
    • Glyph shape (pit stop ex)
attributes of form that can be manipulated for expression19
Attributes of form that can be manipulated for expression
  • Timing, Pace, & Rhythm (silence ex)
  • Motion
    • Wiggle, bounce, vibration, etc.
    • Path
      • e.g., curvature of arcs, anticipation & follow-through
    • Analogs to meaning in human and other motion
    • Inferred properties of material (stiffness, mass)
  • Dynamics of other properties
    • E.g., change translucency, color, or visibility  flash
possible structures hierarchy of phrases
Possible Structures: Hierarchy of Phrases
  • Phrase
    • Entrance
    • Progression
      • Manipulation of form(s) over time
      • Possibly sequence of component phrases
    • Departure
rapid serial visual presentation rsvp
Rapid Serial Visual Presentation (RSVP)
  • A technique of particular interest
    • Saw a lot of it in the demos
  • Display one element at a time (serially)
    • Typically one word, but also groups, or letters
  • Originally emerged from experiments on visual perception and reading
    • Flash a word on the screen very fast, can you see it?
    • Can increase reading speed
      • Eyes don’t have to move (esp. back to beginning of the line)
      • But can be tiring (esp. if not under user control)
        • Have to pay attention
        • No opportunity to rest
rapid serial visual presentation rsvp22
Rapid Serial Visual Presentation (RSVP)
  • Applicable to small screen displays
    • Trade time for space
      • Reuse the same (limited) space over time
    • Not necessarily a tradeoff
      • Same or better performance in much less space
        • But can be tiring
      • Single words can be large (less resolution issue)
  • Provides independence between words etc.
    • Can manipulate e.g., size without worrying about effects on the rest of the line
other recurring themes techniques
Other recurring themes / techniques
  • Applied to different levels and purposes
    • e.g., Word emphasis
      • Wiggle / shake, grow, fade, retention, etc.
    • e.g., Direction of attention
      • Flying, zooming
  • Need to be categorized and characterized better
wrap up
Wrap up
  • Lots of potential here
    • Adding emotive content
      • Appeal, liveliness, desirability
    • Direction of attention
      • Improved perception
      • Tool for story telling
    • Win for small displays
  • Under exploited
  • Needs more study (characterization of techniques)
  • Needs tools