Aesthetics in motion graphics - the practical title of motion graphics

Introduction:

During the 1960s, graphic design was proposed as a way to solve communication and information problems, and in the same way, it was also proposed as a fashion in mass media. Something that was related to the taste of being up-to-date and even progress. But the change in its style was the result of several effective factors such as technological advances in the field of media as well as common developments in society. And since it was not only visual art and speech also played an effective role in it, it could be noticed by experts and experts who were aware of the social importance of communication. Graphic design, in addition to the fields that were previously in the hands of industrial traditions, such as newspaper design, also expanded to television and video media, and the role of graphic design in public services and cultural advertising also increased. By the 1970s, graphic design had become part of the money business, and it was mainly used to provide a recognizable visual identity for companies. All organizations and institutions, however small, felt the need to use some kind of symbol or sign. Gradually, designers were called to work in order to market products and services and create images that can identify a product or company. However, animated graphics is still one of the things that needs a lot of work and research.

Graphic design includes a type of language that is expanding. We can understand a graphic work correctly only when we understand its language. This is where the language of the moving image is of great importance. In this dissertation, we tried to examine the visual elements related to motion graphics and their role and interaction with each other.

At the end of the work, with the advice of the supervisor, I started a case study on one of the prominent advertising films. At first, I searched for motion graphic works from more than a few hundred commercials of the world's most prestigious companies, and finally I found a very desirable one from the HP company's commercials.

The reason for this choice was having a great story and scenario, the optimal use of most of the important elements of the scene, including good photography, good graphics, excellent shot selection, beautiful color combination, and other visual factors.

Chapter 1

Generalities of the research

1-1: Statement of the problem

In today's world, mass communication tools, newspapers, radio, television and cinema transmit information and new information and exchange thoughts and opinions. The public have taken a big role in the development of human culture and civilization, so that many scientists have called the current age "the age of communication". The abundance of population, the concentration of large groups of people in big cities, the special conditions of industrial civilization and the complexity of social life, national and international dependencies and solidarity, insecurity and crises, the transformation of political and social systems, the transformation of cultural foundations, the abandonment of old traditions and especially the awakening of social conscience are all among the factors that increase day by day the human need to be aware of all the current events and happenings in the living environment. In these societies, people always try to be aware of all social affairs and issues so that they can directly or indirectly play their special role in group life. For this reason, social awareness is considered one of the most important features of the contemporary era.

Looking at the conditions of today's societies and the effects of modern media on the formation of culture and customs of a society, we will realize that the use of tools plays a significant role in conveying a message. Paying attention to this led me to investigate the progress of this new industry in the field of computer special effects to the best of my ability. Graphic design and cinema are both the offspring of a ruling thought in modern and contemporary societies. These communication media have always been considered as inseparable components of human life. But what is considered important is the scrutinizing of the aesthetics in the moving image, how to extract the aesthetic capabilities from within this moving graphic, which is considered to be the moving image in a way, and present it to convey the correct message to the audience.

But what has been the link between the two is the impact of graphics on different aspects of cinema. Including the title of the film, which is used to inform about the titles of the film, visual effects on shots, graphic techniques in editing, framing of shots by the cinematographer, etc.

1-2: Research questions

We have to refer to today's tools in order to convey concepts and establish communication with our world, as the history and experience of the West showed the best possible use of these tools. Now these questions are raised:

1- Can modern technology and tools play a role in improving the health of animated and dynamic graphics?

2- How can we use the graphic capacities of the visual elements that it provides in order to improve the quality of animated images?

3- What are the important causes of the lack of attention to the aesthetic look in animated media by the contemporary Iranian artistic community?

4- The secret of the hidden attractions of moving images among today's modern media such as cinema, television, web, application, mobile phone, video wall, etc. What is it?

5- What is the aesthetic look in the moving picture? And what could be the lack of attention to this category among professionals?

1-3: research assumptions

In the world of art and its application in mass communication, the discussion of aesthetics and how to use it in the action scene has always been one of the main concerns of mankind. Motion graphics is one of the emerging fields in the world of art, because there are many hidden angles in the motion picture that have not yet been discovered. Especially in our country, where there is little knowledge and awareness about the use of graphics in society, especially moving graphics. In this way, the knowledge of several important and fundamental factors is considered: 1- The correct knowledge of visual elements 2- Knowledge of the effects of visual elements and their types of combinations 3- Types of television framing 4- Principles of the psychology of image language 5- Creativity of sound and image and most importantly, the correct knowledge of all the factors that make up a film that should have information of this kind related to their subject.

1-4: Research objectives

The section can be briefly described:

1- Today, the development of digital technology has been raised as an important challenge in graphic design and animated visual effects. In such a way that the speed of technological progress and the variety of facilities available to designers and artists have removed the opportunity for thinking and creativity. This research aims to investigate graphic capacities in special visual effects, especially in the media of the seventh art, i.e. cinema. That is, in the form of modern techniques and tools and how to present them, which we finally see in the product.

2- Improving the knowledge of film production for the filmmakers and improving the quality level of the film, which will be effective in attracting the audience.

3- Expanding the relationship between graphics and cinema and the significant role that graphics can play in the production of a film.

1-5: Research background

Society and culture are two inseparable concepts, and art as a concept that seeks meaning and knowledge, if it reaches this knowledge, it can be very influential on the cultural development of the society. Cinema, as an art that has a great impact on the audience, plays a fundamental role in this.

After years of moving graphics and cinema in its professional sense in Iran, it has not yet received collective attention. Lack of information sources, lack of attention and writing related books. Lack of attention to this field among relevant officials such as mass media, professors of related fields, researchers, students, designers and educational centers, doubles the importance of this issue.

With the investigation carried out in this field, except for a few theses that are related to the last few years and mostly refer to the artistic aspects of movie titles, there is no mention of graphic capacities in cinematic special effects and its role. A concept has not been developed.

1-6: Research method

It is descriptive and analytical, although sometimes field research is needed to collect information. Referring to a reliable website in this field is very helpful but difficult.