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4–7 September, 2019

Saturday, 7 September | | Miraikan Hall

Talk | Presented in English

Tracking Kinetic Typography

Typography displayed on screen-based media is called “temporal typography.” It has been around since the appearance of screens in the twentieth century. Technical developments within temporal typography ushered in different ways of representing movement, giving rise to kinetic typography. Barbara Brownie was the first to introduce the taxonomy of kinetic typography. This presentation will not only explain the taxonomy of kinetic typography, but will also reveal why it seems to have an undeniable impact on legibility and readability. For the multidisciplinary research presented in “Tracking Readers’ Attention by Means of Kinetic Typography,” Milda Kuraitytė collected data from eye movements using an eye-tracking system. These data were used to analyze the impact on attention, measured as fixation duration within eye movements. The different kinetic typography categories from the taxonomy were studied and compared to static typography on screen. The results showed significant differences in the way participants experience fluid typography—one of the categories of kinetic typography—compared to static typography. Drilling down on these results, Kuraitytė further identified significant differences between the subcategories of fluid typography. The end of the presentation will discuss which categories of kinetic typography seem to be most promising and suitable for specific purposes.