Research - Watching Words Move

'Watching Words Move' - Ivan Chermayeff, Tom Geismar, and Robert Brownjohn. 

'First published in 1962, this work of experimental typography uses letters in a single typeface, Helvetica, to achieve surprising results — motion and narrative, emotion and humour.'

• Small alterations made to the letters in response to the words. Makes the what the person is looking at match what they might see in their head.
  - This could be used within the text to add a visual element, help the audience see the task they should be doing?
• Demonstrates that the typeface can be kept the same but the impact can change depending on how it is presented to the audience.
  - Don't need to use a variety of typefaces to change the impact, allows for consistency across the project.
• The white background doesn't add or remove anything from the message, keep it clear, simple and easy to understand. Too many changes could become confusing (keep in mind for the text).
• 'Words have the power to move.' The book was made in response to this statement, it is presented in a playful manner unique to the time of it's publication, suggesting a range of emotions from simple alterations.
  - Small alterations can have a big impact.
  - Produced in response to a statement, think about how this method could be used to start a project, or aid idea development.