An excellent list of typography in motion as the primary graphic element in video was posted on Designer Daily recently. In reviewing the videos listed, I appreciate the focus on the dynamics of the words, the synchronization to the audio track and the willingness for the most part to let go of additional graphics.
The beauty of type is emphasized, and the motion mirrors the emotion of the voice or music through color, movement and effects.
However. When all of these videos are viewed in series, I noticed that the concept of type being used in this way has already been made repetitive. With few exceptions (the Citizen Cope animation being a gorgeous example of one that steps outside the mold), each of these animations presents the words as a continually rotating or shifting stack of words that slide together niftily into a neat little puzzle. Top of one word slides and rotates to meet the sides of the next four words, which turn again to meet the bottom of the next word, perhaps with a stripe thrown in for added strength. Then to push the 3D illusion, the first set of word blocks is maybe tilted in space while the next set of words clatter into place at an imagined 90˚ angle, which then rotates away again to accept the next sentence.
I love that type is being explored in motion mediums. But creatives – be creative! There is more than one way to make motion type dynamic.
Found on Veer.
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I always wonder about this type of creative criticism when I can identify trends, fads or easy solutions. And another part of my brain will always assert that it’s best to stop complaining about art and start making the results you would rather see. ANother way of putting it, of course without any aggressive intention, is, put your money where your mouth is.