What is kinetic typography?
Kinetic typography is an idea that entails utilizing transferring kind to specific an thought. Some of the most generally identified examples of it seem in the opening credit of feature-length movies.
Some musicians additionally use kinetic typography to attract consideration to sure phrases, reminiscent of these current in the choruses of their hit songs. But kinetic typography is so versatile that it really works effectively for different functions too, reminiscent of video advertising.
Here are 5 suggestions for making use of this system in significant methods to have interaction your viewers and simply talk your message.
1. Choose an Easy-to-Read, Professional-Looking Font
The finest makes use of of kinetic typography make individuals really feel enthralled and drawn in by the motion on the display screen. They additionally assist individuals keep in mind visible content material, however these outcomes received’t probably occur if the font is just too onerous to learn or seems to be cartoonish. Avoid fonts like Papyrus or Comic Sans MS, and choose for ones that give the video a elegant look.
A video for “Breaking Bad” followers provides a superb instance of kinetic typography proven in a font individuals received’t battle to learn. The phrases additionally change forwards and backwards from white on black to black on white as the TV stars in the clip say every phrase proven on the display screen.
It’s additionally necessary to keep in mind that viewers will probably see the video on their smartphones. A examine from eMarketer signifies that over 78 p.c of worldwide video viewing occurs on cellular units. An ill-chosen font is arguably much more irritating to look at on a small display screen than a big one.
A examine from @eMarketer discovered that over 78% of worldwide video viewing occurs on cellular units. Click To Tweet
2. Experiment With Constant Motion
When you’re making a video for advertising functions, what’s stated is undoubtedly essential. That doesn’t change once you’re utilizing kinetic typography, nevertheless it’s additionally necessary to think about how the message of the phrases on the display screen might grow to be much more impactful in the event that they transfer in strategic methods.
One instance of utilizing kinetic typography for issues stated by Stephen Fry makes use of orientation and continuous motion to attract consideration to phrases and phrases.
The pacing of the video additionally works effectively as a result of though there’s continuous motion, it’s not so quick as to make viewers really feel sick or disoriented. Not all movies are acceptable for leveraging movement like this, however it will possibly repay in the proper circumstances.
To make the proper selections for their respective circumstances, entrepreneurs ought to take into consideration features like the consideration span of the viewers and whether or not an excessive amount of motion might sacrifice the which means and unforgettable nature of the phrases.
In this instance, Stephen Fry himself creates the soundtrack for the video since his voice is in the background and matched to the phrases. That determination helps solidify the message as individuals watch the phrases.
This video can be longer than others right here, clocking in at greater than six minutes lengthy. Such a size received’t work in all campaigns, however in line with a 2018 report from Prezi, entrepreneurs don’t have to fret as a lot as they as soon as did that their movies might not cater to viewers’ quick consideration spans. The particulars of the analysis point out that the skill to keep up focus has improved over time. Something particularly related to the subject at hand right here is that 79 p.c of enterprise executives polled for the examine stated animated visuals in displays helped hold audiences engaged.
According to a examine by Prezi, 79% of enterprise execs stated animated visuals in displays helped hold audiences engaged. Click To Tweet
three. Try Combining Words With Shapes
Kinetic typography provides entrepreneurs methods to show their creativity via strategies that static kinds of media don’t provide. They can harness that actuality in eye-catching methods by making phrases mix right into a form that aligns with the content material stated in the audio soundtrack.
MediaFlex does the work effectively in a kinetic typography advert for its company that’s underneath 20 seconds lengthy. The video begins by posing a pair of questions that most likely make individuals scratch their heads, reminiscent of “Why are red onions called red onions when they look more purple?” Then, the video’s narrator admits that the firm doesn’t know the solutions to the questions posed, nevertheless it does know media.
At that time in the clip, the spoken phrases come collectively and kind a query mark on the display screen. It’s price mentioning that this video additionally makes use of the fixed movement method like the one above, however with considerably fewer phrases. The use of shapes in a advertising video helps maintain the viewers’s consideration if it’s completed proper.
This video additionally proves that if entrepreneurs are on modest budgets and can’t afford to make kinetic typography movies which might be so long as TV commercials, it’s okay — even quick messages can get the level throughout.
four. Think About Using Words and Images Together
Flow is one thing that makes glorious kinetic typography examples stand out from the again. It’s not sufficient to make the textual content transfer on the display screen simply for the sake of it. The motion ought to complement the relaxation of the content material and add a component that makes kinetic typography worthwhile for a marketing campaign.
One pupil made a kinetic typography video as a category task and used Starbucks as the featured model. In it, the backside half of the letter Y in the phrase “You” extends down and turns into espresso pouring right into a Starbucks cup.
This use of visuals pays off in the clip as a result of it helps the theme of the video and demonstrates learn how to incorporate movement and make it in keeping with a broader goal. In this case, the total purpose is to promote espresso. Making the letter grow to be a stream of espresso helps seize and maintain the viewer’s consideration.
5. Rely on Contrast to Show Opposing Views or Feelings
Marketers may also help their kinetic typography movies resonate with audiences in the event that they take all-encompassing approaches to how the visuals can help two factors of view. ChildLine gives counseling to youngsters in the United Kingdom, and the firm launched a video utilizing kinetic typography to convey the dialogue that will occur between a younger abuse survivor and a counselor.
The font, movement and content material of the youngster’s phrases emphasize emotions of concern, uncertainty and an preliminary unwillingness to speak about what occurred. The messages on the display screen related to the counselor’s phrases are clear and simple all through the clip, reflecting the stability an individual might count on from utilizing the service.
The counselor validates the particular person’s emotions and lets them know that the misery they’re feeling is comprehensible. The phrases additionally point out that it’s okay to speak and that the whole lot stated stays confidential.
As the video progresses, the chaos related to the youngster’s phrases calms down as the font turns into simpler to learn and the surrounding movement slows. Those adjustments make sense since the younger particular person ultimately confides that the counseling helps them cope though the abuse continues to be taking place.
This instance is an impressive method to let movement categorical the distinctive emotions two individuals have. The outcome tells a powerful story that retains the group’s message intact. Marketers ought to use it for inspiration, particularly in the event that they need to assist viewers hold monitor of what’s happening. Plus, the clip proves that kinetic typography can go well with powerful subjects in addition to lighthearted ones.
Kinetic Typography Can Solidify Messages
Kinetic typography is one thing entrepreneurs should implement fastidiously. Using it haphazardly might trigger the message to get misplaced, making any advertising efforts fall quick.
However, these examples and suggestions present that it’s potential to let movement strengthen the which means of the textual content and amaze viewers in the course of.