MOTION GRAPHIC

Introduction

• Motion graphics are graphics that use video and/or animation technology to
create the illusion of motion or a transforming appearance. Motion graphics
are generally short pieces of time-based visual media which combine the
languages of film and graphic design. This can be accomplished by
incorporating a number of different elements such as 2d and 3d animation,
video, film, typography, illustration, photography, and music. Common
applications of motion graphics are film title sequences, animated logos at
the end of commercials, lower-third elements, etc.

• Broadcast graphics are motion graphics has a strong presence in television.

Commercial graphics, entertainment, and show packaging graphics are just
a few of the venues in which motion design is found.

Some History

• There have been presentations that could be classified as motion graphics

as early as the 1800's. Other sources, such as the 2003 Macworld
Conference and Expo Web site, claim that it started in the 1990's.
Introduction cont…

• Saul Bass is amongst the most significant pioneer in animated graphic

design, and that his work marks the true beginning of what is now
commonly referred to as motion graphics. His work included title sequences
for popular films such as The Man With The Golden Arm (1955), Vertigo
(1958), Anatomy of a Murder (1959), North by Northwest (1959), Psycho
(1960), and Advise & Consent (1962). His designs were simple, but
effectively communicated the mood of the film.

Sample: Vertigo
http://www.notcoming.com/saulbass/caps_vertigo.php
Computer Generated Motion Graphics

• The term motion graphics originated with video editing in computing,

perhaps to keep pace with newer technology.

• Before computers were widely available, motion graphics were costly

and time consuming, limiting their use to only high budget film and tv
projects. With the reduced cost of producing motion graphics on a
computer, the discipline has seen more widespread use.

• With the availability of desktop programs such as Adobe After Effects,

Discreet Combustion, and Apple Motion, motion graphics has become
increasingly accessible. Motion graphics continues to evolve as an art
form with the incorporation of sweeping camera paths and 3D elements.
Maxon's CINEMA 4D is the industry standard for adding such effects,
and is highly favored for its ease of use, integration with Adobe After
Effects, and the addition of the MoGraph toolset.
Motion Design

• Motion Design is the art of graphic design within the context of motion
graphics such as film, video or computer animation. Examples include
the typography and graphics you see as the titles for a film, or the
spinning, three-dimensional logo at the end of a TV commercial.

• Although this art form has been around for decades, the graphics, the
typography, and the visual effects within these mediums have become
much more elaborate and sophisticated. The dramatic elevation of this
art form is largely due to technology improvements.

• A typical motion designer is a person trained in traditional graphic design

who has learned to integrate the elements of time and space into his/her
existing skillset of design knowledge. Motion designers can also come
from filmmaking or animation backgrounds.
Practical Principles Of Motion Design

• Motion design application is an object oriented application. Most

software package works by importing media files from your computer,
camera or any other data storage medium. These can be still images in
pixel or vector format, movie sequences and audio files.

• When creating a composition, you insert one or more of your media

files. The files appear on the composition window, as well as in the
timeline.

• Layers have properties which you can manipulate such as position (x, y
and sometimes Z), scale, rotation, opacity, etc. Layers merge with each
other by using transparency information provided by the alpha channel
and blending modes, which change the way a layer affects the layers
below. Almost all the modifiable properties can be keyframed, which
means that its value can be stored at certain positions through time. And
this is one of the basic principles in computer animation, the use of the
computer to interpolate values between keyframes through time.
Getting Started with Motion Design

• Start with an idea (of WHAT you want to communicate)

• Make sketches (with the mouse, by hand, by tearing out sheets from
fashion magazines, by photographing… whatever feels right)

• Make storyboard before animating to visualise your idea

• Plan the project / workflow (assets, separation in sub-files and scenes)

Animation Aspects: Shape

• Change in position never comes alone. Most often, a spatial displacement

is accompanied by changes in shape, color, and texture of the object
(more precisely, of the object's perceived image). So, in the foundation of
an animator's skills lies the ability to persuasively combine different
aspects of motion.

• Shape is perhaps most affected by an object's actual motion, and it's easy
to understand why: both shape and position are spatial features, and
when we put the object in motion as a whole, it is only natural to expect
that parts of its contour will, to same extent, displace relative to each
other. When this is neglected in computer animation, the resulting "solid
body" motion may seem flat, rigid, mechanistic."Shaping motion" is not
always necessary or feasible, to prevent motion from looking monotone,
some methods can be used to modify the motion pattern itself.
Animation Aspects: Colour & Texture

• Disney movies, creative as they are in animating the shape of objects, are
mostly static (although admittedly very colorful) in the aspects of color
and texture.

• Modern computer technologies have transformed the flat color animation

cels with uniform black outline into a way of stylisation rather then true
technical necessity. Using computers, it is easy to algorithmically change
not only the outline of the animated objects but the color and texture of
their interior as well. With the overwhelming abundance of options, tools,
and effects in graphic programs, once again the principle of referring to
the physical world for guidance should be used.

• During motion, they can vary the brightness and, to a lesser extent,
saturation because of varying lighting conditions along the motion path
can turn a monotonous linear motion into an eye catcher.
Non-linear Animation

• There are a number of useful tips to avoid monotony in motion. Perhaps

the most generic piece of advice that can be given in this regard is:
eliminate linearity. Although a static straight line has a certain aesthetic
appeal due to its geometric perfection, a monotone linear motion is much
less likely to work satisfactorily - in most cases, it's simply boring. Try
these few tips:

• Accelerate or decelerate all instances of motion. Constant speed

adds a mechanic feeling to any movement. When you need some
object to move and then stop, or to stay for some time and then start
moving, gradual decelerating or accelerating is a must; but even for
the cases where an object just keeps moving without stopping (for
example, until it gets out of sight), adding some second derivative
(which is the mathematical equivalent for the physical concept of
acceleration) will make its movement more natural and engaging.
Non-linear Animation cont…

• Use curvilinear motion paths instead of linear ones where possible,

even if the curve is a simple circle. When moving an object along a
linear path, rotating it at some degree during the shift will help to
enliven it. Using rotation in combination with acceleration or
deceleration will make a motion much more organic.

• Adding a third dimension to your motion may compensate for its

too linear character. For e.g., a simple trick of enlarging or reducing an
object dynamically thus giving it an impression of "emerging" or
"sinking" relative to the plane of the screen. Again, this technique can
be used in combination with linear motion, accelerating/decelerating
and rotation.

• Color and texture effects can, to some extent, mask the linearity of
a motion. Combined with a gradual darkening/lightening, transparency
variation, or a moving highlight such as that of Fig. 2, even an
absolutely monotonous progression may turn into an interesting
experience.
Non-linear Animation cont…

• About any transformation of an object, such as shape morphing or

tweening, forces us to watch it with much closer attention, even if the
object is immobile or involved in a simple linear motion.
Transformations are something computers can do amazingly well, and
creative opportunities are enormous.

• With linear motions, try, at the very least, to make them as short as
possible; avoid frustrating the viewer by pushing an object too far in a
too monotonous manner. In addition, use a number of short linear
movements of different objects instead of a single object's complex
motion path. With a vector format such as Flash, you can use multiple
instances of the same object moving simultaneously in different points
and directions to create an impressive "swarming" effect with
minimum bandwidth. Generally, always attempt to compress your
movie's timespan by partially overlapping consecutive animation
stages so that the entire clip looks more dynamic and the possible
deficiencies of each single object's behavior are less noticeable.
Dynamic Design

• Motion can be thought of as a direct opposite of balance. A moving

object, be it an explicitly moving cartoon character in an animated banner
or an implicitly moving (but actually static) photo of a jumping athlete,
makes us feel that not only this element is about to move but the whole
scene will probably change.

• This instability, when obvious, adds a unique dynamic flavour to a design.

However, "dynamic" not always means "unstable"; hardly any composition
can be successful without subtle yet important bits of motion spread over
the page.
Abstract Dynamism

• Visual simplicity (Fig. 1) is an essential prerequisite for any object's

dynamic function: we tend to feel that a too complex of intricate object
would have troubles moving swiftly. Quite often by just simplifying the
structure of an element, by streamlining it and by arranging its parts in a
more obviously hierarchical pattern, we reduce the "drag" (in aerodynamic
terms) and reveal the intrinsic dynamism in that element.

Fig. 1: Dynamic simplicity (the figure on the left is more dynamic than
that on the right)
Abstract Dynamism cont…

• Diagonality, rotation, non-horizontality and non-verticality all have, as

we've just seen, a strong motion implication (Fig. 2). Physical world
around us offers plenty of examples showing that any non-architectonic
object is either falling, or jumping, or simply unstable - in a word,
dynamic.

Fig. 2: Dynamic rotation

Abstract Dynamism cont…

• Slant, or skew, is a special case of rotation with some parts of the

objects's outline still horizontal or vertical, and others, rotated at some
angle (Fig. 3). Here, the architectonic parts of the contour define the
direction of the motion, while the slanted parts add force to it and make it
more expressive. Physical analogs for this feature would include
deformations in moving objects caused by inertia or aerodynamic drag. It
is this effect that makes sans-serif italic typefaces so expressively dynamic
- especially when compared to serif italic which are not slanted variants of
the roman faces, but independent imitations of handwriting without much
dynamism.

Fig. 3: Dynamic skewing

Abstract Dynamism cont…

• Curvature range leads to adding more explicit dynamism to the shape, as

we go from a perfectly still and symmetric circle with its zero curvature
range to expressive Beziers, and further on to the forms made of straight
lines and sharp corners (e.g. triangles and arrowheads) - which, indeed,
represent nothing but the ultimate case of infinite curvature range.

• In the world of textures, dynamism is most often expressed by various

blur themes, notably by the "wind" and "motion blur" texturizing effects.
Indeed, anything moving swiftly enough appears blurred to the human
eye, and imitating that blur by design means is a sure way to add
dynamic flavour to the composition. (Fig. 4)

Fig. 4: Dynamic texturizing

Abstract Dynamism cont…

• Asymmetry of any kind, be it in the aspect of form, size, or color, is

another source of dynamic implication (Fig. 5). In fact, what is called
asymmetry is a single object version of what we call contrast for a couple
of objects; much as contrast is perceived as such only when the objects
are visually linked and not just dissimilar, asymmetry may only produce
any effect when we get the feeling that the shape could be symmetric but
isn't. Dynamic eye flows induced by pairs of contrasting objects are the
subject of a next section.

Fig. 5: Dynamic asymmetry

Abstract Dynamism cont…

• Now, imagine that all of the features listed above do not apply, and what
we have is a simple, perfectly symmetric shape without any slant,
rotation, or blur. Even in this case some traces of dynamism are present
in the object, and it's easy to see that its inclination to move mostly
depends on the object's proportions (Fig. 6) - in other words, on whether
its height is close to its width, or the dimensions differ considerably.
Simply put, a stretched rectangle is more likely to imply some dynamism
than a square.

Fig. 6: Dynamic proportions

Abstract Dynamism cont…

• Dynamizing a line A straight line (i.e. an ultimately stretched rectangle),

even being perfectly horizontal or vertical, would have a relatively strong
dynamic power. Much as a naturally dynamic image introduces a line of
motion, any visible line creates some dynamism. Such a line drives our
eyes away, working as a railway to quickly travel from one part of the
composition to another.

• The dynamic component of a straight line mostly depends on its ends are
formed. An unconnected line (Fig. 7, a) not only has no direction of its
own. Only a small fragment of the line near the middle can serve as a
guideline for the eye, while at the ends, any movement tends to slow
down - we just don't see any reason to keep running along the line as
soon as we note that the end of the path has nothing to offer to our
perception.
Abstract Dynamism cont…

Fig. 7: Dynamising a line by playing with its ends

Abstract Dynamism cont…
• The first attempt to accelerate the dynamism of the line by attaching
some objects to its ends (Fig. 7, b) is not too successful. The line ends
failing to attract the viewer's eyes.

• By changing the method of attaching the line to an object: from "grows

out of" to "jumps into" (Fig. 7, c), although it's still symmetric and
therefore directionless, but more dynamic than before, it looks like the
circles do not belong to the same object as the line; they work as
separate magnets driving our perception towards the ends of the line.

• (Fig. 7, d) has the strongest dynamism of all samples studied in this

section. Its left end pushes and the right end pulls, resulting in an
powerful dynamic flow along the line, from left to right. It is also clear
that if the right end simply "hangs in the air" as in Fig 7, e (or if the right
circle becomes too large in d) then the dynamic force is pretty much
diminished - even if we attempt to keep it up by adding an arrowhead on
the loose end.
Eyeflow- Direction
• Even in a seemingly static picture a trained eye can discern a complex
pattern of interacting movements.

• Whenever we establish a contrast link between two objects in a

composition, we thus encourage the viewer to pay a special attention to
this pair of elements - to compare them and analyze the way their relation
works.

• Our eye will more naturally slip from one object to the other, whereas
"ascending" back will require some force of concentration. We tend to
easily glide from less distinctive, less expressive, less complex objects to
those more eye-catching and information-packed.
Eyeflow- Direction cont…

• The habits of reading text (from left to right) and watching objects fall
(from top to bottom) make these two directions more natural for the
visual perception in general and eye movements in particular. This results
in the "gravity field" with vaguely diagonal direction (from top left to
bottom right) that overlays the page and makes some of the contrast links
much easier to follow than others.

• This inherent directionality of perception should always be taken into

account in design. Fig. 8: the company name is either below or on the
right from the graphic part - this is easy to explain if we consider that an
eye flow always starts from the graphic and lands on the text.

Fig. 8: The two most common logo templates suggest the most natural
directions for eye flows from images to text