BA0696HowToDesignMotion.pdf

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Before&After
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How to design
Here are more than a dozen ways
to create a sense of movement
on a static page.
Continued
Continued
How to design motion
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Before&After
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BAmagazine.com
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How to design motion
Here are more than a dozen ways to create a sense
of movement on a static page.
Before
You’ve been asked by a client to create
a printed piece that’s “active and full of
energy.” It sounds like an easy task, but
unlike motion graphics and Flash, print
is a static medium; you can’t add videos,
motion tweens, cross dissolves, or
forward
and
back
buttons. But there are
other ways. A sense of dynamism can
be added to a static page using design
tools like white space, repetition, value,
perspective, format, and so on. Here
are a dozen or so techniques.
After
From static to active
(Left, top) If it’s important
for your audience to see
the covers individually,
arranging them in rows
and columns is a perfectly
good approach. But to
convey motion, progres-
sion or just a sense of
more stuff,
a perspective
view is much more active.
   
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Create a sequence
This technique illustrates live action frame by frame. Use it when you want your
reader to pay attention to how something moves.
Step one, step two, step three . . .
Your reader can examine in detail
the mechanics of how to swing a golf club or how to work out the triceps.
No
Rewind
or
Forward
buttons needed! Note that the empty backgrounds
allow your eye to focus on the action.
   
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Use gradation
Similar to a sequence, gradation creates a sense of here-to-there animation.
Tell a story
Graduated images transition from step to
step in a storytelling sequence. Note the
first and last images, set at 100%, mark the
beginning and end.
Show functionality
Here, gradation is used to show
how a part moves. Rotate each
step around a fixed point.
   
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Repeat an image
You’ve seen this at the video store — one picture playing on a dozen screens.
You look left, right, up and down — it’s engaging! Our eyes love repetition.
Simple is best
Look for an image with
a single focal point, and
avoid busy backgrounds
(below). Faces are great.
Divide your space into
equal parts, and fill.
Another kind of motion
Swirly type is a bouncy, in-
motion contrast to straight
lines of the grid.
Horizontal sweep
(Left) Line of glasses sends your eye speeding
left to right. Uniform wine level accelerates the motion (below).
   
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