International Journal of Scientific Research and Engineering Development

Advertising in the digital domain is now making use of typography as its chief means of communicating brand messaging in social media posts, display advertisements, and on mobile applications. In such a context, the decision to use either static typography (still typography) or kinetic typography (motion typography) is significant in terms of engaging audiences effectively and gaining their attention. Previous studies on the use of animation in online advertisements have found that motion tends to enhance the level of visual attention paid by users, but the results regarding click-through rates, attitudes, and overall engagement are variable. The present work seeks to bring together knowledge from previous work in relation to motion in digital advertising, and to apply this to typography. The use of animated typography is likely to surpass that of static typography in terms of attracting attention and aiding memory when there are constraints on time and increased levels of complexity of the message conveyed. The methodology used to conduct this study will involve a blend of qualitative and quantitative approaches, whereby an experiment will be conducted using eye tracking equipment followed by an actual A/B test in a real-life setting.

Seerat Kaur, Dr.Dipjit Paul,"Static vs Animated Typography in Digital Advertising: A Consumer Engagement" International Journal of Scientific Research and Engineering Development, V9(3): Page(479-484) May-June 2026. ISSN: 2581-7175. www.ijsred.com. Published by Scientific and Academic Research Publishing.