I’ve always been into typography because it’s more than just shapes of the words, it conveys a tone that can’t be expressed by words alone. This why you can express anger by using big and bold font and happiness through curly font. Kinetic typography combines this quality with the storytelling ability of animation that makes it fun and entertaining.
It’s interesting to also note the impact that typography has in branding and identification. The video below shows several examples of this. You’ll be surprised how many brands you can identify just by the typography. See for yourself!