After watching the examples of kinetic typography on youtube, I noticed that most of the videos used the same effects: zoom in, zoom out, and rotation. Though these effects work, when they are used repetitively it causes the words to all have the same amount of emphasis and relies on pacing to show importance rather than using pacing and effects to create a hierarchy. I also experimented with watching the video on mute and watching the video with sound. When watching with sound, the result is much more powerful because a lot of times, the text relies on sound cues for pacing and emphasis. If the video incorporated music, it also set the tone for the video. The following are a couple of examples of successful typography in motion.
Though this song was god awful, I stuck through it because I liked the visuals in the video and how typography interacted and emphasized the song lyrics. They also used symbols that everyone would recognize to emphasize certain song lyrics.
Though this example doesn't have as many visual elements and is also simple in its color palette, I think it is still successful in the way that type moves and enters and exits the screen. Everything flows together well and the pacing really accentuates the attitude of the character.
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