KINETIC TYPOGRAPHY AS A VARIETY OF MOTION DESIGN: SPECIFICITIES OF CREATING VISUAL IMPACT IN MEDIA

Abstract

The purpose of the article is consider the features of kinetic typography in the context of motion design and analyze the specifics of creating visual impact in traditional media.
Research methodology. The method of theoretical analysis, the system method, the typological method were applied, thanks to which the place and role of kinetic typography in the general system of modern design were clarified and its main characteristics were clarified; the historical and cultural method, which contributed to the consideration of the process of evolution of kinetic typography in a historical retrospective; the method of comparative analysis, in order to identify the specifics of the use of kinetic typography in various types of audiovisual content, as well as the method of compositional, formal-stylistic and art-historical analysis.
Scientific novelty. The concept of «kinetic typography» is clarified and the feasibility of considering it as an art and technique of text animation is emphasized.The features of using kinetic typography in motion design in the process of creating media products are revealed. It was found that kinetic typography has been widely used in the film industry, television (unifies all
content and homogenizes the image of the channel), in the creation of commercials (enhances the emotional impact and makes advertising more effective), music videos (animation of letters is synchronized with music, which adds additional visual
dimensions and enhances the impression of the audio element), titles for various large and small screen forms (in films and videos, kinetic typography is used to present titles and transitions). It was found that kinetic typography in the near future has significant prospects for dynamic development, thanks to leading methods of animated graphics, virtual reality and augmented reality.
Practical significance. Certain aspects and conclusions of the study can be used in the further scientific development of the problem of using kinetic typography in media design.