The Art of Film Design Throughout Cinema History

http://www.smashingmagazine.com/2010/10/04/the-art-of-the-film-title-throughout-cinema-history/

Over time, the very appearance of white-on-black title lettering became a visual trope, recurring as it does in practically every Woody Allen film. Allen relies on the device primarily to build a visual identity, although its economy is a practical advantage, too.

This technique of white-on-black lettering was used probably because it was a new and unique technique and also it gives the visual effect to communicate with the audience in a new way.

It could be argued that typography lost importance in this era of title design. The imagery behind the credits received a lot more attention.

The interest of title design obviously became an effect used in the opening credits so typography didn't have much detail put into it. This could be expected because when a new technique comes out in film making directors will try their best to make sure they have used it to ensure their film is the best and attract a massive audience.

The potential of digital graphics and typography has attracted some of the most creative minds to motion design. Pixar and Disney have reserved crucial parts in the branding of their films for the title sequences. Using animated characters to introduce viewers to the story became a popular trend. Such talented graphic designers as Susan Bradley (Toy Story, Monsters, Inc., WALL-E, Ratatouille), Jaimi Caliri (Lemony Snicket’s A Series of Unfortunate Events), Dave Nalle (Corpse Bride), Michael Riley (The Back-Up Plan, Kung Fu Panda) and Michael Curtis (Brother Bear) use all manner of tools to test different approaches to designing titles. One thing these individuals have in common is a drive to find a strong metaphor and tell an exciting story with their sequences.

The use of animated characters opening sequence is useful and sensible as it targets the target audience for the film and also saves time and money of using real life characters.

The title sequence for “Thank You for Smoking” (2005) is a modern manifesto on typographic style in title design. The idea for using cigarette packaging for the opening sequence was suggested by the film’s director, Jason Reitman, and implemented by Shadowplay Studios.

This idea for the opening sequence ties in with the title for the film and the ongoing idea and story of the film.