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Colour Studies on Motion Graphics

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Kek Wan Sim

on 24 June 2013

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Transcript of Colour Studies on Motion Graphics

Motion Graphics
by
Kek Wan sim
What are Motion Graphics?
Graphical communication that incorporates movement
over time, but it encompasses a multitude of different
areas of design. Film, digital video, moving type, traditional
cel and stop-motion animation and 3D elements can all
be used individually or together by a designer to create
motion graphics.
“I want everything we do to be beautiful. I don’t give a damn
whether the client understands that that’s worth anything,
or that the client thinks it’s worth anything, or whether it is
worth anything. It’s worth it to me. It’s the way I want to live
my life. I want to make beautiful things, even if nobody cares.”
-Saul Bass
Principles of Motion Graphics
C
o
l
o
u
r
S p a c e
Alignment
Proximity
Lines
Balance
Repetition
Contrast
More than any other element of design, colour has the
ability to make us aware of what we see, for nothing
has meaning without colour.

Colour defines our world. It is usually seen before imagery.
Our eyes are attracted to colour to such an extent that
the colour of an object is perceived before the details
imparted by its shapes and lines.
What is Colour?
The field of Motion Graphics
Film Titles
Broadcast Packages
Music Videos
Animation
Television Commercials
Online Video
Outdoor and Indoor Digital Displays
A relatively new medium for communication, motion graphics utilizes the element of time to its fullest potential in order to communicate its message through visual and audio storytelling through an ever-expanding variety of digital publication outlets.
"The intriguing promotion serves to illustrate
how TV networks and advertisers are
experimenting with new technologies to get
their messages out to consumers. While TV
networks continue to use on-air promos and
video trailers, finding other methods of
reaching viewers has become more
important", said George Schweitzer, president
of CBS Marketing Group.
CBS and Pepsi produced the first widely distributed in-magazine
video advertisement in 2009.
Getting Creative
The Language of Colour
A colour scheme can stand for something specific
such as a brand or invoke a more general mood. If
they're used well, colours can convey an advertiser's
message as clearly and unambiguously as words.
And if you doubt the power of colour, compare the
number of ads without words to the number without
colours.
" Colour theory is basically simple, not intricate. An elementary diagram,
the symbol of an equilateral triangle, tells the fundamental story."

- Faber Birren
(2005, p.20)
First Principles
Colour and the Principles of Design
Pro
por
tion
Balance
Har
mo
ny
R
h
y
t
h
m
Scale
Emphasis
The comparative relationship of the parts to each other and to
the whole.
Giving the proper importance
to the parts or to the whole.
It concerns itself with the
overall visual effect of the
components of a composition.
Regular repetition of sensory impressions.
It concerned with the creation
of areas of importance for the
viewer to focus upon.
It encompasses the concept of
size relationships.
How do colours make us feel?
"Colours are the mother tongue of the subconscious."
Carl Jung (1875-1961)
Most scientists would suggest that even emotional or
subconscious responses to colour have some basis in
linguistic association. But others claim that certain
"natural" meanings of colour exist that affect us
regardless of social and cultural conditioning.
Positive:
Psychological neutrality.
Negative:
Lack of confidence,
dampness, depression,
hibernation, lack of energy.
Positive:
Seriousness, warmth,
nature, earthiness,
reliability, support.
Negative:
Lack of humour, heaviness,
lack of sophistication.
Positive:
Spiritual awareness,
containment, vision, luxury,
authenticity, truth, quality.
Negative:
Introversion, decadence,
suppression, inferiority.
Positive:
Sophistication, glamour,
security, emotional safety,
efficiency, substance.
Negative:
Oppression, coldness,
menace, heaviness.
Positive:
Intelligence, communication,
trust, efficiency, serenity,
duty, logic, coolness,
reflection, calm.
Negative:
Coldness, lack of emotion.
Positive:
Harmony, balance, rest,
refreshment, restoration,
reassurance, environmental,
awareness, peace.
Negative:
Boredom, blandness.
Positive:
Physical courage, strength,
warmth, energy, basic
survival, stimuation,
masculinity, excitement.
Negative:
Defiance, aggression, strain.
Positive:
Optimism, confidence, self-
esteem, emotional strength,
friendliness, creativity.
Negative:
Irrationality, fear, depression,
anxiety, suicide.
Psychological Colour Systems
Colour and Communication
In the world of advertising, colour has more impact than any other sense. At this sophisticated level of communication a colour picture has been used to suggest attributes that the advertisers wish us to associate with the product. Colour associations can hold a deeper significance.


Colour brings a strong reinforcement to the message,
adding a dimension of meaning in which the power of
colour is worth a thousand words.
"I should never want to fill the screen with colour: it ought to be
used economically- to put new words into the screen's visual language when there's a need for them. You could start to colour film with a boardroom scene: somber paneling and furniture, the director's all in dark clothes and white collars. Then the chairman's wife comes in wearing a red hat. She takes the attention of the audience at once, just because of that one note of colour."
(Hitchcock 1995:258)
(2006, p.131)
Colours can be uniquely discriminated and can carry symbolic value by virtue of that discrimination. Colours also gain significance by their association and contrast with other colours.
Colour Designs
Colour Interaction
Experience is the best teacher of colour. “We can hear a single tone but rarely do we see a single colour unrelated to other colours.” Therefore, colour is constantly related to its neighbours and to changing light conditions.
Inspired by Josef Albers
(2005, p.62) said,


"In visual perception a colour is almost never seen as it really is - as it physically is. This fact makes colour the most relative medium art."
An impressive work by using black, white and red colour scheme to create the animation. Employing a wide range of animation techniques and styles ranging from hand drawing to applying complex particle systems they each came up with
surreal, often beautiful imagery.
Sharing
Further Exploration
Colour is an integral part of our lives. Colour in design is very subjective. In advertising and design, colour is used to grab attention and stimulate interest in ways that would be difficult to create by any other means.

Colour plays a vitally important role in the world in which we live. Colour can sway thinking, change actions and cause reactions. Colour is powerful and important communication tool and it is tied to religious, cultural, political and social influences.

During my self-study for colour studies, I understand the usage of colours in design. I'm also looking forward to continue research more about colour studies and apply them into my individual final project.
Bibliography
Scott Green (2009) What are Motion Graphics? [blog] 30 September 2009.
Available at: http://blog.fluidcreativity.co.uk/what-are-motion-graphics/
[Accessed 5 June, 2013]

Rob Marsh (2009) 10 QUOTES ABOUT LOGO DESIGN AND CREATIVITY FROM SAUL BASS [blog] 26 December 2012.
Available at: http://www.logomaker.com/blog/2012/11/26/10-quotes-about-logo-design-from-saul-bass/
[Accessed 7 June, 2013]

Design is History (2013) Motion Graphics [online]
Available at: http://www.designishistory.com/design/motion-graphics/
[Accessed 9 June, 2013]

Ad Age (2009) CBS, Pepsi Create Video Ad to Run in Print [online]
Available at: http://adage.com/article/media/cbs-pepsi-create-video-ad-run-print/138546/
[Accessed 9 June, 2013]

Tales from the Heart (2010) [online video]
Available at: http://vimeo.com/9894754
[Accessed 20 June, 2013]

Edith Anderson Feisner (2000) Colour. London: Laurance King

Tom Fraser and Adam Banks (2004) The Complete Guide to Colour. United Kingdom: Ilex

David Hornung (2005) Colour: A Workshop for Artist and Designers. United Kingdom: Laurance King

Robert Cumming and Tom Porter (1990) The Colour Eye. London: BBC Books

Angela Dalle Vacche and Brian Price (2006) Color The Film Reader. United Kingdom: Routledge
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