What is Kinetic Typeface?
Kinetic typography is a concept that involves the use of motion to represent an idea. Some of the most widely known examples of it appear in the opening credits of feature-length films.
Some musicians also use kinetic typography to draw attention to certain phrases, such as those found in the chorus of their popular songs. But kinetic typography is so versatile that it also works well for other purposes, such as video marketing.
Here are 5 tips for applying this technique in meaningful ways to engage your audience and easily communicate your message.
1. Choose an easy-to-read, professional-looking Font
The best uses of kinetic typography make people feel captivated and captivated by the movement on the screen. They also help people remember visual content, but those results won't happen if the font is too hard to read or looks like cartoons. Avoid fonts like Papyrus or Comic Sans MS and choose ones that make the video look sleek.
One video for fans of “Breaking Bad” gives a great example of dynamic typography rendered in a font that people won't have trouble reading. The words also change back and forth from white on black to black and white as the TV stars in the clip say each word displayed on the screen.
Image source: https://youtu.be/q9SYfHxljE0
Also keep in mind that viewers will likely be watching videos on their smartphones. Research from eMarketer indicates that 78 percent of worldwide video viewing takes place on mobile devices. An unselected font is even more annoying to view on a small screen than a large font.
A study from @eMarketer found that 78% of video views worldwide happen on mobile devices. Click to post a Tweet
2. Experiment with Constant Motion
When you're creating videos for marketing purposes, it's certainly important to say the same thing. That doesn't change when you use kinetic typography, but it's important to consider how the message of the words on the screen can become even more impactful if they move in strategic ways.
An example of using the kinetic typeface for things by Stephen Fry speaking uses direction and continuous movement to draw attention to words and phrases.
Image source: https://www.youtube.com/watch?v=J7E-aoXLZGY
The pacing of the video also works well because even though there's constant movement, it's not too fast to make the viewer feel nauseous or disoriented. Not all videos are suitable for taking advantage of motion like this, but it can be effective in the right circumstances.
To make the right decisions for respective cases, marketers should think about aspects like audience attention span and whether too much movement can detract from meaning and unforgettable nature. of words or not.
In this example, Stephen Fry creates the background music for the video himself because his voice is in the background and matches the speech. That decision helps reinforce the message as people view the words.
This video is also longer than the others here, over six minutes long. Such length will not work in all campaigns, but according to a 2018 report from Prezi , marketers don't have to worry as much as they used to that their videos might not serve viewers with short attention spans. Detail of research showed that the ability to maintain focus improved over time. What's particularly relevant to the topic at hand is that 79 percent of business executives who took part in the survey said animation in presentations helps engage audiences.
According to a study by Prezi, 79% of business executives say animation in presentations helps engage audiences. Click to Tweet
3. Try matching words with shapes
Kinetic typography offers marketers a way to express their creativity through methods that static media forms don't offer. They were able to exploit that fact in eye-catching ways by making the words combine into a shape that matched what was said in the background music.
MediaFlex does a good job in dynamic typography ads for affiliated agents 20 seconds long. The video begins by asking a few questions that might leave people scratching their heads, such as “Why are purple onions called red onions when they look more purple?” The video narrator later admitted that the company didn't know the answers to the questions posed, but they knew the media.
At that point in the clip, the spoken words come together and form a question mark on the screen. It's worth noting that this video also uses the same continuous motion method as the video above, but with essentially fewer words. The use of shapes in marketing videos helps to grab the audience's attention if it is done right.
Image source: https://www.youtube.com/watch?v = 6Ws1UNXFAbU
This video also proves that if marketers have a modest budget and can't afford to create long kinetic typography videos like TV commercials, that's okay – even short messages are understandable. problem.
4. Think about using words and pictures together
Flow is what makes excellent kinetic typography examples stand out from the back. It's not enough to make the text move across the screen just for the sake of it. Movement must complement the rest of the content and add an element that makes kinetic typography worthwhile for a campaign.
One student made a kinetic typography video as a class exercise and used Starbucks as a standout brand. In it, the bottom part of the Y in the word “You” extends down and becomes the coffee being poured into a Starbucks cup.
Image source: https://www.youtube.com/watch?v=YRLG1uLN7mY
Using this image is beneficial in a clip because it supports the subject of the video and demonstrates how to combine motion and make it relevant to a broader target. In this case, the overall goal is to sell coffee. Making the letter a coffee line helps to capture and capture the attention of the viewer.
5. Rely on Contrast to show opposing views or emotions
Marketers can help their dynamic typography videos resonate with audiences if they take holistic approaches to how images can support two points behind the view. ChildLine provides counseling for children in the UK and the company has released a video that uses kinetic typography to convey the possible dialogue between a child abuse survivor and an adult victim. question.
The child's font, movement, and content of speech emphasize his initial feelings of fear, uncertainty, and unwillingness to talk about what happened. The message on the screen combined with the counselor's speech is clear and straightforward throughout the clip, reflecting the stability one can expect when using the service.
Image source: https://vimeo.com/65337755
It is understandable for a counselor to acknowledge the person's feelings and let them know that they are feeling distressed. The words also mention that you can talk and that everything said remains confidential.
As the video goes on, the chaos associated with the child's speech eases as the fonts become easier to read and the movement around slows down. Those changes are significant because young people are finally admitting that counseling is helping them cope even though the abuse is still happening.
This example is a great way to move about the special feelings two people have. The results reveal a powerful story that keeps the organization's message intact. Marketers should use it for inspiration, especially if they want to help viewers keep track of what's going on. Plus, the clip proves that kinetic typography can work for difficult subjects as well as fun ones.
Kinetic Typography can reinforce the message
Kinetic typography is something that marketers must do carefully. Using it indiscriminately can lead to misplaced messages, rendering any marketing effort flawed.
However, these examples and tips show that it is possible to allow movement to reinforce the meaning of the text and surprise the viewer in the process.
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