Framework for analysis.
The framework I have developed considers 6 elements in the design of motion graphics.
LAYOUT or Cinematography
This considers various qualities; balance, symmetry, underlying grids or graphic rules including shape and texture. When analysing motion graphics the variation through time must also be considered. After analysis a conclusion shall be drawn as to whither the layout of each piece is appropriate.
DELIVERY (Narrative)
This will asses how appropriate the perceived tone of voice is in conveying the message. Does the piece have a loud, shouting voice or deliver it in a calm and concise manner. The speed of information will also be assessed in considering how well the target audience has been considered in the design.
HIERARCHY
Some elements in a design will be perceived as more important due to the importance placed on them through colour, contrast shape or various other means. This section of the framework asks which parts are most prominent, why, and how they have been made so. Additionally the relationship between text and image, whither it be in conflict or balanced, will be assessed.
FORM vs FUNCTION
Every piece of design must consider these opposites. This section assesses whither the designs intent is to effectively communicate a message or to be purely fashionable.
COLOUR
This section will ask several questions concerning the use of colour in a piece. Are the colours harmonious or contrasting? Have a warm, cool or complimentary scheme been used? For what reason has the colour scheme been chosen? Is that choice appropriate?
TYPOGRAPHY
This will comprise of only a brief look at the typography of each piece as an in depth exploration of the fonts used would merit an entire study of its own. The readability and clarity of the type will be assessed. It will be noted if the type has an individual style or a generic one. Finally the suitability of the font will be discussed.
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