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What is motion design? While animation remains most prominent in film and television, it has also proven useful in a variety of applications, from medical visualizations to micro-interactions. What does the motion design industry include, how does motion design impact business, and what problems can motion designers solve? In the early '90s, Ed Cheatham helped found the computer animation department at Ringling College of Art + Design. The program focused on motion graphics for film and television, but when Toy Story premiered in 1995, Cheatham realized students needed training in Pixar-level skills. If it wasn't related to character animation, we had to give it up. More than a decade later, the school asked Cheatham to head a new motion design department, and today Ringling's program is one of the best in America. “When we started in 2009, the term motion design was not as common as it is now,” he says. “So it’s been a challenge to get people to understand what motion design is.” Motion design is a unique combination of graphic design, animation, illustration, filmmaking, 3D technology and digital product design. The broad focus of motion design makes it a universal problem-solving mechanism. That's why students get jobs at Ford designing screens for the F-150. “They work at Google on user interface design or on Imaginary Forces to create Emmy Award-winning title sequences. How does motion design affect business? Screens are ubiquitous and interactive. Graphic elements slide, bounce and respond to touch. Animation and motion design are key aspects of UX design and brand communication. They're also impacting industries you didn't even know existed. For example, researchers found that animated videos promoted the diffusion of agricultural technologies among farmers suffering from poverty, low literacy rates, and limited access to education. In high-risk areas such as high-altitude construction and air transport, animated simulators make training safer. The hiring process includes animation in a gamified environment to assess candidates' problem-solving skills and level the playing field for those without consulting experience. And in healthcare and manufacturing, 3D animation illustrates complex processes that are otherwise difficult or impossible to see with the human eye. AXS Studio creates animations to communicate complex medical concepts to healthcare professionals and the public. Movement complements brand and product design. A brand designer specializing in 3D animation sees more companies using motion design online and on social media, the logic is simple: “Once something starts moving, it becomes much more interesting.” Animated illustrations enhance brand storytelling. Subtle motion effects make text and photos more interactive. Even brands with a typically low-key style, such as Pfizer, are using animated logos and wordmarks. In her work, the designer helps clients stand out using three-dimensional movement. But rather than offering character animation, with its steep learning curves and equipment costs, he creates abstract animations that complement his clients' existing brand assets and uses 3D motion design to complement his design efforts. The movement reinforces the small but significant points that differentiate a company from its competitors, but it is not an embellishment that applies without logic. Like all design elements, movement conveys meaning and influences usability. Thus, more and more companies are adding motion guidelines to their design systems. Opportunities abound in the motion design industry The specialized skills required for character animation can make it difficult to transition to other roles in the creative industry. However, motion designers have ample career opportunities. Motion designers are in demand because they understand how different areas of design relate to each other. “They know how to bridge the gap between the language of 2D designers and 3D designers. They see the big picture." Movement is visual communication. Like color, movement adds a layer of nuance that allows designers to convey meaning without words, sounds, or outdated symbols. As more organizations embrace the potential of animation, expect companies from a variety of industries to become motion designers.
The value of motion designers lies in their ability to bridge design disciplines and tell stories that are not tied to traditional formats or narratives. “We teach them to be effective visual communicators, and you can apply that skill to almost anything.” A Practical Approach to Gamification Design What is motion design? Motion design is a unique combination of graphic design, animation, illustration, filmmaking, 3D technology and digital product design. The motion design industry attracts artists and designers from different walks of life, and motion designers communicate using traditional and non-traditional storytelling formats. What does a motion designer do? Motion designers work in many industries such as finance, agriculture and healthcare. In some ways, they are hybrids of graphic designers and animators, and they apply motion design trends and techniques to visual elements to convey meaning - often in a business context. |
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