The written word is one of the mankind’s most impactful and remarkable inventions. For over 4000 years, its fundamental communicative purpose has not changed. However, the way written communication is authored and presented has never stopped evolving. You’ve often heard the phrase, “his words were very animated.” A metaphoric term for a speech made with much enthusiasm and vigor. The metaphor, however, will transpire differently when you put it to a literal yardstick. In a world of graphics, animated words change their color, size, and position over a defined length of time. The purpose is your eyeballs. Increased size may indicate greater importance, and changeable color may attract attention to the details. This transmutation also subconsciously changes our perception of that word. The technical term for this form of artistry is kinetic typography and can be an excellent cog in your content marketing strategy since the motive of your content marketing efforts is to alter or enhance your target audience’s behavior. You can use it to express emotion in text-based interpersonal communication. There are two ways to do it,
Simply put, when used smartly, animated words speak for themselves. They become the kind of storyteller that can move your audience emotionally. Research conducted at a Pennsylvania University tested people’s reactions to four separate animations of the message ‘I am fine.' Each one of the four animations was designed to appeal to a different emotion: joy, happiness, sadness or anger. The results are very extremely revealing. Although the words themselves were neutral, viewers experienced the expected emotion with each animation.
In the glitzy world of Hollywood, animated words made their proper debut in Alfred Hitchcock's classic North by Northwest (1959). The movie’s opening title sequence had credits that flew in from off-screen, and swiftly faded out into the film. Since then, text animation is used heavily in the movies, television, and advertising.
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March 2017
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