عنوان مقاله [English]
“Kinetic Typography”, or what is also known as the “technique of oration using kinetic text”, is a branch of Visual Communications wherein, by integrating text and motion, it communicates the personal, emotional, and semantic characteris tics of the text, and in the end, manipulates the attention of the viewer with a specific intent. The emergence of Kinetic Typography in the early twentieth century as a powerful tool in visual communications set the s tage for scientific and experimental s tudies about the effectiveness of this communication medium on information transfer processes. The result of these s tudies, along with the technological challenges of the new age, lead to the emergence of a discourse which deems focusing merely on readability and attractiveness of various characters insufficient, and seeks to unders tand the qualities and potentials of Kinetic Typography as a communication medium in information processing and also in its ability to conjugate and express a message. Aiming to achieve a s tructured model, this s tudy focuses on Kinetic Typography in the visual learning sys tem with a Semiological approach, and gathers and analyzes data using a descriptive-analytic method, utilizing library and internet resources. By categorizing the characteris tics of Kinetic Typography in different forms and media, and also by analyzing methods of creating visual content in visual learning, this s tudy focuses on the ques tion: “By what characteris tics does Kinetic Typography improve visual memory in visual learning?”. In answering this ques tion, through s tudying exis ting Iranian and international scholarly literature on “Kinesis, expression, and creation of meaning based on visual thought and cognition”, the s tudy comes to the conclusion that Kinetic Typography can be effective in better unders tanding and relating to subject matters by the merit of its bringing spatial, temporal, and kinetic potentials, as well as expressive signs based on meaningful cognitive models, to the creation of kinetic learning materials. Kinetic Font, which is an attribute of novel outlooks towards text, makes possible a unique interaction experience with more effective and efficient potential for communication, more expressiveness, and attractiveness, compared with traditional approaches to text. Motion technology and its potentials create an attractive playing field to show the Semiological changes of Typography. It also creates a suitable vessel for the creation and presentation of kinetic Typography’s abilities in this novel media atmosphere which will, in the end, lead to the effective exchange of information and knowledge. Additionally, with (1) the presence of reader in the role of viewer, (2) involvement of the audience in the context and formal relations of the text via variety in Kinetic Typography’s behavior, and (3) with the improvement of the process of reading and comprehension and aiding the interpretation of a new layer of text as a way for transporting the audience from one thought to another in an axis of time, it increases the text’s comprehension time.