ABSTRACT
The Modernist heritage of graphic design constrains the development of on-screen typography. Motion graphics expand the implicit time of lexical recognition into a literal duration, which the ‘reading-image’ demonstrates as the essential difference between motion and static typography by externalizing what in static designs are the internal processes of recognition as the presentation on-screen. There are three modes that describe this transfer: kinetic actions, graphic expressions, and chronic progression. The ‘reading-image’ is countered by the conventional subjectivity of narrative interpretations, what Giles Deleuze identified as the ‘movement-image’ and the ‘time-image,’ where what the viewers see corresponds to narration within the drama.
