Font choice can be critical in graphic design, establishing a sense of visual hierarchy while ensuring accessibility and aesthetic appeal. These basic concepts remain true in all areas of graphic design, but they’re especially applicable in the realm of motion graphics.
By moving beyond your “typical” static text to create motion, graphic designers and artists can tell compelling stories, communicate important information and even build stronger brand identities.
The Foundations of Typography in Motion Graphics
So, what exactly does the use of typography in motion graphics entail and what are the key differences between static and motion typography in graphic design? Understanding this is essential to applying some techniques and best practices in kinetic typography to your future career in graphic design.
Understanding Kinetic Typography
Specifically, kinetic typography refers to the practice of using animated text to capture your audience’s attention. Graphic designers can use dynamic text animation to highlight specific words or messages on screen. This can be achieved through various on-screen text movements, such as changing colors, growing or warping.
Many graphic designers use dynamic typography not just to emphasize a point or concept, but to make a connection with an audience or even evoke an emotional response.
Key Differences Between Static and Motion Typography
Graphic designers must also understand how kinetic or motion typography differs from static typography, along with the contexts in which each may be used. Compared to motion typography, static typography refers to text that remains fixed, unmoving and unchanged. This is the type of text you might see printed in a book, used on a website or just about anywhere else you can imagine.
At the end of the day, the difference between static and motion typography, as the names suggest, all comes down to movement.
Choosing the Right Fonts for Motion
When dabbling with motion graphics design, choosing the best fonts for motion graphics is a critical piece of the puzzle. Otherwise, you could have some of the best animations and effects — but your entire message could still be lost due to a lack of readability.
Characteristics of Motion-Friendly Fonts
So, what does it mean for a font to be “motion-friendly,” anyway? In general, fonts suited for animation are those that are:
- Easy to read
- Not overly decorative or complex
- Effective in establishing a visual hierarchy
- In alignment with other aspects of the overall design
When testing different fonts for graphic design and animation, it’s essential to ensure that there’s sufficient space between letters, as words may otherwise appear blurry when in motion. Graphic designers are also encouraged to test fonts in a variety of sizes and weights to ensure that text remains easily readable when animated at different speeds and with various effects.
Serif vs. Sans-Serif in Motion
In general, sans-serif fonts are considered more suitable than serif fonts for kinetic typography design. Because sans-serif fonts tend to be less complex and “busy” with cleaner lines than serif fonts, they may be more legible and visually appealing when they are animated. Some examples of popular sans-serif fonts to experiment with in dynamic typography include:
- Arial
- Helvetica
- Futuro
- Roboto
Animation Techniques That Enhance Typography
In addition to selecting the right font for your design, you can also experiment with different techniques and motion typography trends to make your design stand out as much as possible. While this is by no means a comprehensive list of every animation technique you can try out, it does serve as a good starting point.
Timing and Rhythm
Graphic designers often play around with both timing and rhythm when creating kinetic typography designs. Designers can enhance viewer retention and attention by adjusting the duration and pacing of text movement, thereby emphasizing specific points or messages. Much like rhythm in music, rhythm in typography can establish a visual flow that guides the viewer’s attention and focus in all the right ways.
Transitions and Movement Styles
These days, animation software makes it easier than ever to apply unique transitions and movement styles to text on the screen. Graphic designers are encouraged to experiment with different components in their own work. This may include having text fade onto or off the screen, rotate, flicker or even morph into another message.
3D Typography and Depth Effects
Another effective way to capture a viewer’s attention with the use of animated typography is to use 3D typography and other depth effects to create a sense of realism and make your message appear to pop out of the screen. This can be done using beveling effects, adding depth maps to your design and even using embossing or shadowing to add a sense of dimensionality and realism to your text.
Design Tools and Platforms for Animated Typography
Ready to start playing around with kinetic typography? You might be wondering where to begin when it comes to finding the right software and tools for this type of work. The good news? There are plenty of great tools for typography animation out there, as well as some additional plugins and presets that can help you work more effectively.
Software for Typography Animation
The most common software program used for typography animation in the graphic design world is Adobe After Effects, which offers a large selection of features and ways to customize your designs to your exact liking. If you’re already familiar with Adobe Photoshop and other Adobe tools, you might have an easier time learning how to use After Effects. However, it can be a complex program that requires some getting used to.
Some other programs and apps to explore for typography animation include:
- Blender (a free, open-source platform)
- Cinema 4D
- Renderforest
Plugins and Presets to Speed Up Workflow
Depending on the effect you want to achieve, some software programs offer presets or plugins that you can automatically apply to animate your text with just a few clicks. On After Effects, for example, you can download different presets to achieve such animation effects as:
- Single-character typing (to achieve a “typewriter” effect)
- Character fades
- Color animations
- Foggy and distorted effects
Real-World Examples and Inspiration
Looking for some inspiration as you dive deeper into the world of kinetic typography? There are plenty of great kinetic typography examples that can get those creative juices flowing. Be sure to also check out this inspiring blog post about Tré Seals, who met with RMCAD students in 2023 to discuss the power of fonts in conveying messages.
Film Title Sequences
In film, you don’t have to look far to find some incredible examples of kinetic typography in title sequences. Check out these examples below to see the art of dynamic typography design at work:
Advertising and Social Media Videos
In the world of social media marketing and digital advertising, dynamic typography has also been especially effective in conveying messages to (and eliciting emotions from) audiences. Check out these examples for yourself to see the power of motion typography at work in these contexts:
Music Videos and Lyrics Visualizations
Kinetic typography is also regularly used in music videos and visualizations of song lyrics, adding a dynamic component that captures the attention of audiences. On YouTube, many users will even create and upload their own visualizations of their favorite song lyrics for users to enjoy. Meanwhile, bands like Ok Go are known for their creative use of typography and other design elements to create memorable music videos.
Best Practices and Common Pitfalls
Ultimately, the best way to master kinetic typography is to practice, practice and practice some more. And as you embark on this journey of continuous improvement through experimentation, here are a few tips and best practices to keep in mind.
Maintaining Legibility
Perhaps above all else, make sure that the fonts you choose are easy to read regardless of the types of animations you’re applying. Besides opting for sans-serif fonts, be careful about other aspects of legibility, such as weight and spacing.
Aligning Typography With Brand Voice
When using kinetic typography as a marketing tool for a brand, remember that your design choices should always align with the overall brand voice and image. Otherwise, your message may become disjointed, and your design may fail to engage your target audience. Try choosing fonts already in regular use on the brand’s website or in other marketing materials, as this can help establish a stronger brand connection in your design.
Testing Across Devices and Platforms
Finally, be sure to test your designs across a wide range of devices, platforms and even operating systems. After all, an animation that may appear perfect on your screen at home may look distorted or otherwise “off” on a friend’s mobile device. Compatibility across devices is critical to keeping your brand message on-point and reaching your target audience, so you can’t afford to miss this step.
Learn More About Typography in a Graphic Design Degree Program
While motion typography may not be something everybody thinks about when they think of graphic design, the reality is that it’s an important skill to have in a world where brands are constantly competing for audiences’ attention. With the right motion typography skills under your belt, you can more effectively communicate your artistic message while getting creative with animation styles, transitions and more.
Eager to learn more about motion typography and all that comes with it? Rocky Mountain College of Art + Design is proud to offer a Bachelor of Fine Arts in Graphic Design program that covers essential coursework in typography and visual storytelling. This program, which is offered both online and on-campus, offers plenty of hands-on experience with flexible scheduling options and diverse learning modalities. Contact us to request more information or start your application today!
