Impact of Kinetic Typography on Readers' Attention

Reading is one of the most complex cognitive processes requiring attention. In this research, we investigated the differences in attention duration, measured as fixation duration, of the different sub-categories of Kinetic Typography when compared to Serial Presentation. We used an eye-tracking system to record eye movements of controlled stimuli. Each stimulus consisted of a match between a different word and sub-category of Kinetic Typography. The data collected revealed significant differences between Fluid Typography and Serial Presentation in attention duration. These results are a starting point to understand better Kinetic Typography readers' attention, which might lead to a better digital reading experience.