"Kinetic forms of typography can convey emotions through graphic impact and movement. In many cases, type no longer reads as text but is perceived as physical shapes that create complex semiotic experiences through metaphor and movement" (page 39)
Krasner is saying here that text are no longer just words on a screen. They open up a whole new powerful tool for designing and attempting to evoke a reaction from an audience. A lot of thought has to be put into deciding how your text is going to move around the composition. I feel my complex storyboards enabled me to really think about each word and the meaning that it has. It also allowed me to see which words actually meant something, and which ones I didn't particularly need to emphasise as they are not significantly important.
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