Type and image
The word decides the motion
Take the animation unit and the behaviour from the word's meaning and shape, not from a preset.
Takeaways
- Choose block, line or letter from the word.
- The behaviour expresses the proposition.
- Stretch in proportion to speed, then restore the outlines.
- Hide a substitution at peak travel on shared letters.
- Pure branding can put mood first.
What it means
Running the same entrance on every line makes the type feel generated. Ask what the word means and how it is drawn: a rising word can move letter by letter, a final word can land as one block, a spreading word can open outward. The unit, whole block, line or letter, is a design choice, and so is the tone: movement can carry mood as well as meaning.
In a RasanAI film
Each hero word has a short meaning-to-motion note and a named animation unit. The same preset across unlike layouts is flagged. Deformation such as a stretch or smear is tied to speed, kept to a brief transit pose, and returns to the true glyph outlines before the readable hold. A word swap is hidden at peak travel, with shared letters as anchors.
Origins and sources
Studio and practitioner accounts of authored type. A deliberate mismatch can be a joke, and instructional text may need a neutral delivery.
Evidence: Studio practice, single practitioner, and research.