Half a day Adds half a day of studio time to the written quote.
The arc
A curved mass rises from the foot of the screen and takes the type with it.
Scrolling lifts a dark shape whose top edge is the arc of a very large circle, not a straight line. The heading does not fade: it is covered, letter bottoms first, so halfway through you read only its upper halves.
What stands at the edges stays put while it happens, so the shape reads as something arriving in front of them rather than as the background changing colour.
- Where it earns its place
- At a turn in the page, where one part ends and the next begins and the change should be felt rather than announced.
- Where it does not help
- Twice on the same page. The second time it stops being an arrival and becomes a transition device.
- What it adds to a quote
- Adds half a day of studio time to the written quote.
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