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Download Article (PDF) International Conference on Arts, Design and Contemporary Education (ICADCE 2016) Study of the Motion Graphic Design at the Digital Age Lu Geng College of Sino-Korea Multimedia Design Shanghai University of Engineering Science Shanghai, China Abstract—At the digital age, Motion Graphics becomes an the new media, Graphic Design presents the multi-sensory indispensable important component in the dynamic media. As a dynamic performance. As a result, the use of dynamic media is cross- subject research direction, Motion Graphic design is the made from the original Graphic Design into Motion Graphic combination of graphic design and animation. From the Design. In film and television, dynamic graphic design has perspective of information transmission, this paper studies the made great progress. Saul Bass is among the first to master the performance and unique narrative of motion graphic design. design of graphic design combined with film, creating the film starting with dynamic graphic design. Since the end of the 20th Keywords—motion graphics; information transmission; century, with the development of digital technology and animation; design network, the dynamic graphic design has become more mature. I. INTRODUCTION Both in China and other countries, a large number of Motion Graphics artists and studios have emerged, which create new In a mobile Internet era of fast paced, big data, information forms of MG works, and also expand the scope of design and is the key and people want to get the most valuable information application of MG, including digital advertising screens, in a short period of time. In the face of the vast information, if website, intelligent mobile client, etc. information disseminators want to attract people's attention and to accurately convey information in a short time, information Although MG has been widely used in our life, either the visualization becomes the best choice of the information research or the education of Motion Graphic Design in China is transmission. Motion Graphics(MG) is a kind of still at the beginning stage, the articles and works are communication design mode of doing creative design comparatively scarce. The representative article is "Running in combined with text, graphics, sound, animation, video and a dynamic world-graphic design turned to Motion Graphics” other elements. In recent years with the rapid development in written by animation director and illustrator Gao Lu and intelligent mobile client and network, MG is gaining published in the journal of Digital Art in 2008.This article gave widespread recognition and reception and opening up a new the Chinese translation of the Motion Graphics, and pointed out era of reading pictures. Different from the previous static that MG is a kind of comprehensive art in the field of digital graphic, MG is a dynamic graphic form of video. Dynamic design characterized by diversity with the application of graphic embodies the direction of an application in the field of different design categories and elements. MG fuses on-site modern visual communication and also reflects a kind of shooting, visual effects, two-dimensional animation, three- design concept or technique. dimensional animation, graphic design, illustration design, font design, post-production, sound design and music production, With the aid of motion graphic design, one type of popular interactive design, and so on. Broadly speaking, MG is a information animation has quickly spread in the internet based language with the fusion of the film and graphic design and on the restructuring of information and it features with a vivid time-based visual design. and straightforward dynamic graphic variation, sound effect and an interesting commentary and completes the entire In 2011, the first teaching material Motion Graphic Design narrative of the theme by the similar form of animation. In the was published in China which systematically introduces the process of narrative, the information receiver can understand Motion Graphic Design. The author summarizes the basic something, obtain knowledge, understand a truth, etc. The principles and rules from the space, time, motion and visual or video is lively, interesting, and strongly impressive on people auditory elements, and analyzes them by using some relevant with transmissibility and popularization on the Internet. examples. The book Motion Graphic Design was published in 2013, written by Xu Yibing and Xu Xiaoxiao giving a formula II. THE CONCEPT OF MOTION GRAPHICS Motion Graphics = Graphic + Motion + Time, where Graphic, Since the second half of the 20th century, the media of Motion and Time determine the research subject of motion information has an unprecedented development with the graphics theory and also mean the three main lines of motion generation of new media technology expanding the application graphic design. This book illustrates some points on the range of graphic design and promoting the new change. The differences between the animation design and motion graphic vision of graphic design in traditional printing is static, and in design. As a practitioner, in 2011, Beijing @ Real Eatate was © 2016. The authors - Published by Atlantis Press 761 the first MG animation. One of the creators Wei Tingting accurate form with strong visual punch. Motion graphic explained the MG from a different perspective at the website design commonly uses diagrams, charts, tables, graphs, AT! She thought that many definitions about MG just maps, pictograms and so on. explained the surface meaning of the word. The meaningful existence of MG lay in its function, which finished The MG animation is lively and interesting. In our the function of explanation and illustration through the change current society, all designs need to put people first and or combination of the graphic symbol form signification. This start from the perspective of person's psychology. MG is the core meaning of MG, namely the communication of is a way of transmission which contains the multi- information. dimensional element such as seeing, hearing, perception and can activate audience’s all-round sensory nerves. III. THE CHARACTERISTICS OF THE INFORMATION Motion graphical work does not necessarily need TRANSMISSION DESIGN IN MOTION GRAPHICS characters and scenes, but sometimes it can have roles and a short story, which can capture the audience's From the perspective of information transmission, the emotions. The work can better seize the audience, let characteristics of the motion graphic design are as follows. the audience receive information in a relaxed and The information is presented based on the timeline. pleasant situation and achieve the purpose of persuading, Motion graphic design is to convey information based informing, educating and entertaining the people as well on the timeline. The audience forms the information as improving the timeliness and efficiency of receiving order mainly through the order of the information conveying. information elements on the timeline. The audience sees the images in a very short time. As a result, too IV. CASES STUDY OF MOTION GRAPHICS complex graphics will not be accepted by audience Japan, the strange country was produced by Japanese who will not understand what you want to express. designer Kenichi Tanaka in 2010. At that time, this MG Therefore, in order to transmit information more animation was just his graduation work. The 11- minute MG intuitive and efficient, the design of the visual elements animation made by using software of flash presented the story should avoid overly complex graphics or too much with black humor and dissected it into eight events to information in the same period of time. At the present, demonstrate Japan. These eight parts were the national the most common style of graphic design is flat. This character, Tokyo, food, technology, water, sushi, love, and graphic style, through the combination of graphics, suicide. The author used interesting graphics, charts and fonts and colors, is to achieve maximum information, cooperated them with rich colors and appropriate dynamic reduce the interference of useless graphics and focus changes, allowing the viewer to quickly understand the the audience quickly on the information. different side of the Japanese. The work was indeed thought- provoking “Fig. 2”. Separate information is transformed to some clear events. At the present, under the network media, information presents some characteristics, such as too much information, too vague and heterogeneous information. It is hard for people to find the useful information, understand the new information, learn everything fast or enhance work efficiency from a large amount of information. Motion graphic design needs to complete the entire narrative of the main theme and encyclopedic information based on Fig. 2. MG animation Japan, the strange country the information mining, information analysis and information integration. The narrative is composed of a series of logical events and presents a complete, comprehensible and interesting mode of transmission based on the timeline “Fig. 1”. narrative Fig. 3. MG animation Japan, the strange country timeline…… event event event …… info info info info ... info info ... info Fig. 1. Separate information is transformed to the narrative. Information Design is blended into graphic design. Information design is a way of using reasonable design to organize the data and information and to make the data and information transmission in a simple, fast, Fig. 4. MG animation Japan,
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