#dynamic typography

uhh combined video production and spanish class project

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Hillner (2006) states that the virtual typography catches more reader's attention compared to two-dimensional printed material graphic design. However, he then argues that virtual typography, on the other hand, decreases reader’s time of thinking typically when they read online or on screen. Fortunately, traditional two-dimensional graphic design provides enough time of thinking for readers. This is simply because they read word by word to reflect on deep meaning of the text, while reading digital text or virtual typography is a short process due to the quick motion of the text when you scroll down the screen or move the mouse. So, the aim for this research is to design a pop-up book to increase both reader’s attention and thinking. That is to say how to create a new three-dimensional book to express its three-dimension and motion rather than that of a screen version designed by computer software. Secondly, the problem would be to distinguish the difference between three- dimensional expression on screen and on book. For example, define what is three-dimensional graphic design and what is virtual typography (include kinetic typography and dynamic typography). And, how does three-dimensional effect enhance the reader’s attention. Based on the problems mentioned above, three key words can be summarised as: three-dimensional, movement and paper.

It is very common that readers feel tedious when tortured by the pile of academic books, such as chemical, medical and mechanical text books, etc. Often, these books only have limited target audience. To others, these books tend to be of less value to read, not only because they are hard to understand, but also because they are nearly the same in layout and lacking of originality in presentation. Some readers even abandon their reading when confronted with these books. This phenomenon is significantly different when compared to pop-up books. This contrast indicates my solution as to design a mechanical text book into a pop-up form with the elements of both motion and three-dimension to try to promote reader’s interest in this kind of books. To be specific, two mechanical text books are to be designed with the same content. However, one book is set to be a common layout and low price paper, while the other one is aimed to be a pop-up book, which also includes folded and hided parts, not only the three-dimensional structure, to encourage readers to discover. It is a story-telling style to make content easier understood and meanwhile allow readers more time of thinking. It should be much more fun when readers “play” with the second one. The mechanical’s symbols, formulas and equations will be transformed to three-dimensional patterns, which will even attract more readers from other field to joy it.

Reference

Hillner, M. (2006) ‘Virtual Typography’: Time Perception in Relation to Digital Communication. Leonardo Electronic Almanac. Vol14. No. 5-6. Available at: http://leoalmanac.org/journal/vol_14/lea_v14_n05-06/mhillner.html [Accessed 16 November 2013]

加利福尼亚大学有门课叫dynamic typography，后来又改名Typography in motion，大概是属于艺术学院的课。学到一个新词：Motion graphic，MG设计师。这门课的终极目标应该是培养MG设计师。

虽然无法得知课程讲了什么，还是对这门课里提到的诸多参考资料做个收集。

课程参考书目： “How To Be a Graphic Designer Without Losing Your Soul”, by Adrian Shaughnessy. 中文版：《怎样成为一名设计师》

推荐书目：

Bringhurst, Robert. The Elements of Typographic Style. Hartley & Marks Publishers (2nd edition). 2002

Gerstner, Karl. Compendium for Literates. MIT Press. 1974

Gill, Eric. An Essay on Typography. David R. Godine Publisher. 1993 (Originally published in 1931)

Lanham, Richard A. What's Next for Text? http://www.open.ac.uk/eci/lanham/femoset.html

Ruder, Emil. Typographie. Verlag Niggli AG, Zurich. 1967

Spiekermann, Erik and E.M. Ginger. Stop Stealing Sheep & Find Out How Type Works. Adobe Press. 2002

Weingart, Wolfgang. My Way to Typography. Lars Muller Publishers, Baden. 2000

参考网站：

教程网站 Lynda.com 

实用软件 Adobe After Effects

一个motiongrapher网站 Motionographer.com

更多motion graphics: www.feedhere.com

更多motion graphics: www.cpluv.com

从youtube中获取音频：http://vixy.net/

便捷转换音频/视频： http://www.mediaconverter.org

在线统计文本字数：online utility software

视频推荐：View Philips Carousel on YouTube

视频推荐： Lost Generation

推荐链接：（后面的基本都是motion graphics的相关链接了）

Motion Design Companies

Tomato

Trollback

Montgomery .Co Creative

Interstitch

ten_do_ten

FUEL design

R/GA

Media Artists using Text

Text Rain by Camille Utterback

Ursonography by Golan Levin

REMARK by Golan Levin

Artists Using Typography

Intermorphable Alphabet Projects, 1 & 2

Tutorials

AEnhancers

Video Copilot

Ayato Web

Videos

One A Day: Daily Animation Blog

Present from Rick Morris - Inspirational Videos

Resources

The Hyde Tube, an online motion graphic tube (new)

Eric's youtube list

Typecuts

I love typography

Pleix Collective

Young-Hae Chang Heavy Industries

Large list of title sequences

DMA video support blog

Mike's youtube list

Interesting interviews & “making of”:

http://motionographer.com/gel-2010-tf-qa/

http://motionographer.com/theater/buck-sherwin-breakdown/

http://motionographer.com/theater/seagulls-fly-adobe-cs5-production-premium/

http://motionographer.com/2010/04/13/pixels-qa-with-patrick-jean/#more-28333

Some talented individuals working for the motion graphics industry, especially for storyboard creation:

http://www.nathanielhowe.com/

http://lindsaydaniels.com/