Kinetic typography effectively just means “moving text” but, in practice, it’s so much more than that. Kinetic typography is an animation technique that makes the most out of the visual medium – using movement, colour, and shape to imbue words with a fresh sense of emotion and meaning.
As a tool for video, kinetic typography can be particularly powerful. We used it in this video for Birmingham City University’s Black Studies programme – and it was a perfect way of highlighting key phrases from the voice-over, while staying true to the energetic rhythm and editing style of the video as a whole.
As a tool, it’s particularly well-suited to videos designed for distribution over social media platforms. The basic principle of creatively animated text can address two of the key considerations behind successful social video.
First off, text is a crucial element of social media video, on account of how most people use social media. As Hootsuite’s Tony Tran writes:
“No one likes it when a video starts loudly blaring at them as they’re scrolling through Facebook or Instagram. In fact, many users likely have autoplay muted on their videos. When silent autoplay is the default, 85% of videos were watched with the sound off. That means your audience will likely watch your video for longer if its … optimised for silent viewing.”
Using kinetic typography allows you to convey this information in a more visually engaging way than just subtitles. This leads on to the second key facet of effective social media video – the aim is to create visuals that can grab someone’s attention while they’re scrolling through their news feed.
For something that’s so simple on paper, the creative possibilities of kinetic typography are hugely expansive. Take the above animation, for example, produced by Studio FourPlus for a co-working space in Berlin. To reflect the spirit of innovation and reinvention, they opted for a form of visual wordplay – literally reshaping and reordering the letters in key phrases.
Ultimately, the strength of kinetic typography lies in its marriage of simplicity and complexity: you can create captivating, dazzling visuals that carry with them a clear and easy-to-understand message. If you’d like to learn more about Ember’s animation and motion graphics work, check out our animation showreel or feel free to get in touch with us via our contact page.