Kinetic typography stands for moving text in motion pictures. It is a descriptive method of emphasizing emotions with the help of visual methods. As a type of temporal typography, it has 2 major sub-types. The first is Types in motion. The second is fluid typography. This write up focuses on fluid typography.

So many works have been done with kinetic typography, but most of these animations have failed to observe these obvious differences. Specifically, fluid typography is used to refer to letter that stretch, distort, disassemble, and reassemble. Fluid typography never assumes any permanent shape, hence the name ‘fluid.’ Although fluid type is usually used in motion pictures and screen credits, it can also be used to develop a great marketing campaign.

The major advantage of this type of kinetic typography is the ability to evolve into various forms without actually introducing more text or additional form; this characteristic differentiates it from the fixed typography or types in motion. For instance, the text ‘D’ can appear, metamorphose into a man, walking like a drunkard, and transform again into the word “DRUNK”. How cool would this effect look (if placed in proper context, of course)?

Apart from its obvious advantages in marketing, it is very useful in children’s educational animations and videos; as a teaching aid, it makes it easy for children to remember and recollect information. Sometimes a child associates words with actions and objects. For example, the letter “f” can metamorphose into “fish” and later again change into a live fish swimming in a “R” – River. All this time the fish goes without disappearing from the screen. As a teaching aid, a child will find it very easy to associate the letter “f” with fish.

Creating fluid typography challenges the creative ability of the creator to the maximum. Another example is the text “inside” as used in the movie Inside Outside. First the text “inside” appears alone, the viewer is given the impression that the text is alone, but later, it gradually moves and detaches itself from another object, which coincidentally is the text “outside”. Due to this, fluid typography is used mainly in showing opening and closing credits in movies. This fluid type of Kinetic typography is also known as “one form – many letters”; or “many letters – one form.”

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