Exploring Dynamic Type Design

This thesis summarizes the approaches of dynamic design on type which are widely adopted in contemporary films, TV and multi-media, and provides theoretic research and analysis on these methods in depth.The problem in current dynamic type design area in China is that Chinese designers don't give full recognitions to the value of dynamic type design, thus lack of creativity on dynamic type design and systematic knowledge on how to express emotions with it. It's very important and necessary to take reference of the experience of outstanding foreign dynamic type design works. Despite a large number of excellent designs abroad, theory on them is still at a very beginning level, it becomes urgent to carry out theoretical researches on dynamic type design.By collecting, comparing and analyzing the documents both vertically and horizontally, this thesis induce and extend to the conclusion. The thesis first introduces the history and development of dynamic type design, and analyzes the attractions, characteristics, effects and values of dynamic type design, thus reveals this mystery and creative design space. By collecting and analyzing a large amount of real cases on dynamic type design from western designers, it explores in depth the basic approaches and principles on dynamic type design from three aspects. This thesis first explores a number of kinetic elements in dynamic type design, and explains how these elements express the voices, tunes, meanings and feelings of words. Then we analyze the important design methods in dynamic type design and elaborate on combining kinetic elements by different design methods to convey different visual impressions. And finally we summarized the creative approaches and origination of creativities. We discuss how different approaches combine the kinetic elements and design methods more effectively to express the emotion and essence more accurately, more quickly, more vividly and more uniquely.Come to our conclusions, innovative positioning is the first and essential step of dynamic type design; it determines the soul of design. Then, by ingeniously using a variety of design twists and merging different kinds of dynamic elements, we can create impressive, vivid and characteristic design works.