If you wanted to show me a new wristwatch, would you shove it into my face at full speed, stopping just before you broke my nose? No. You would show it to me, then gradually bring it slower and slow it to a stop. You would engage my interest with the movement of it.
If you were a public speaker and wanted to draw attention to a chart, would you snap your arm and point to it? No, would you gradually ease your arm, extending it and slowing your finger where you wanted our attention.
People respond to motion and if you do it wrong, they will ignore what you have to offer. Using kinetic typography (eased-animation words) engages people and draws their interest.
I really love kinetic typography as a way of conveying information. I would explain kinetic typography as animated type- but really the style right now has the type moving with natural motion where things slow down and speed up exponentially. If I slide a drink to a friend across the table, I quickly accelerate it and then it slowly reduces in speed. Here is an amazing example video about the history of typography:
“The first half of the video deals with the basic rules of typesetting, before moving on to the use of typography in cinema, with impressive effects running throughout – the tribute to Saul Bass being our favorite” via Creative Bloq.
You can tell amazing kinetic type when you watch how items accelerate. Do objects zoom in the frame with linear speed, then stop suddenly? In the above video, each motion has a slight eased deceleration or acceleration. Sudden stops aren’t natural and our minds distinguish that what we see isn’t real. I believe when we disconnect from content, we also disconnect from the message it is communicating.
Excellent kinetic type slides into the frame and eases to a stop. I think we enjoy seeing nature and natural things.Our minds understand easing and thus we are curious to see more. I think we enjoy seeing nature and natural things. Thus, the more professional your kinetic type is (using easing transitions that employ physics, gravity or resistance), the greater the chance is that someone will linger on it and consider your message more.