Function Typography Essay

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Integrating Typography and Motion in Visual Communication Soo C. Hostetler Department of Art University of Northern Iowa soo.hostetler@uni.edu Over time, typography has gradually changed in response to major factors like individual differences, technological advancement, and cultural evolution. Motion is physiologically linked to our self-awareness, and, as such, is always inseparable from our daily experience. By its very nature, through such discernible attributes as direction and velocity, the mere presence of motion cannot help but call to mind such qualities as dynamism and energy. When combined through technological means, typography, motion and emotion retain many of their separate characteristics, while they also enable designers to make new, synergistic consequences. In recent decades, technological innovation has greatly improved our potential for visual communication. In particular, digital technology has provided almost limitless opportunities for designers, artists and others to represent their concepts through expressive visual forms. One result of this is kinetic typography, the combination of typography and motion, or what is also sometimes called typographic animation. Unlike static, print-based forms, kinetic typography uses motion to convey gestures in ways that can function powerfully as visual images. As a medium, it is inherently interdisciplinary, in the sense that it can integrate technology, typography, motion, graphic design, music and literary narrative. Typography is a critical tool in visual communication, in part because it can evoke human emotion by combining form with narrative text. Human feelings may serve as the basis for the design of compelling images of a wide range of circumstances in our surroundings. Emotion has a powerful voice, and it can be used in a soul-stirring way to convey the unique qualities of each

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