让平面设计动起来！
Get Graphic Design Dynamic!
一． Motion Graphics是什么？
1960年，美国动画师约翰·惠特尼（John Whitney）创立了Motion Graphics公司，并首次使用“Motion Graphics”来描述这种“融合了电影与图形设计的语言，基于时间流动而设计的视觉表现形式”艺术。
在上世纪90年代初，只有少数幸运的设计师能有机会使用价格高昂的专业设计工作站进行工作，由于设备和技术的限制，延缓了MG艺术的进一步发展。如今，随着计算机硬件和软件技术的进步，助力设计师的创作，极大地促进MG领域的快速发展，MG在影视片头、网页、APP、节目频道包装、商业广告、产品演示、MV、现场舞台屏幕、互动装置等领域得到了广泛的应用。
MG与静态视觉相比，它更加生动，能够在短时间内提供更丰富的信息，与影视动画相比，它又能迅速抓住观众注意力，让视觉信息直击人心。MG还具有极强的包容性，表现形式丰富多样，能与各种艺术风格混搭，是一种在视觉表现基于平面设计和在技术应用基于影视动画制作手段的新型视觉传播方式，是融合了平面设计与影视动画技术的综合艺术。
1.What is Motion Graphics ?
Motion Graphics was founded in 1960 by John Whitney, an American animator. And he was the first to use “Motion Graphics” to describe the art of ” a language that combines film and graphic design and a visual expression form based on the flow of time.”
In the early 1990s, only a few lucky designers had the opportunity to work with expensive professional design workstations, which slowed the further development of MG art due to the limitations of equipment and technology. Nowadays, with the progress of computer hardware and software technology, it has helped designers to create and greatly promoted the rapid development of MG field. MG has been widely used in film and television titles, web pages, apps, program channel packaging, commercial advertisements, product demonstrations, MV, live stage screens, interactive devices and other fields.
Compared with static vision, MG is more vivid and can provide more abundant information in a short time. Compared with film and television animation, MG can quickly catch the audience’s attention and make the visual information directly hit the heart. MG is also highly inclusive, with diversified forms of expression and is able to mix and match with various artistic styles. It is a new visual communication method based on graphic design in visual expression and means of film and television animation production in technical application. It is a comprehensive art combining graphic design and film and television animation technology.
二． Motion Graphics与动画片的区别
Motion Graphics通常结合了许多不同的元素，如二维和三维动画、视频素材、字体、版式、插画、摄影、音乐等，是对图形、特定对象或抽象性文本的动态化处理，给静态的平面图形以动态呈现。通常MG并没有遵循特定的叙事，在当下互联网传播时代，MG可以让复杂抽象的文字或静态的图片充满交互性，易于被观众理解并能产生共鸣。
动画片则是以特定的叙事为核心，包含了人物等角色、场景、道具、音乐、特效等，从而形成一种对角色和情感叙事的艺术表达，注重讲故事的技巧和电影效果。
但事实上，MG和动画片这两者的界线有些模糊，MG有平面设计的概念，在构图与运镜上会有更高的版面美感追求，可以说每一个MG画面截图下来，看上去都会像是一幅平面设计的作品，并且可以没有故事情节的设定，而动画片则是利用角色来叙述完整的故事。
2.The difference between Motion Graphics and animation
Motion Graphics usually combine many different elements, such as 2D and 3D animation, video material, font, layout, illustration, photography, music, etc. It is the dynamic processing of graphics, specific objects or abstract text, so as to dynamically present static plane graphics. Usually, MG does not follow a specific narrative. In the current era of Internet communication, MG can make complex abstract words or static pictures full of interactivity, which are easy to be understood and resonate by the audience.
Animation is a specific narrative as the core, including characters and other roles, scenes, props, music, special effects, etc., so as to form an artistic expression of the narrative of characters and emotions, focusing on storytelling skills and film effects.
But, in fact, the boundary of MG and animation is somewhat vague. MG, with the concept of graphic design, will have higher aesthetic pursuit in the layout and scene. It can be said that each MG screen shot will look like a graphic design, and there can be no plot setting. While animation narrates a complete story with characters.
三． 让平面设计动起来！
因为人类的大脑，对于处理在图形视觉信息方面比文字、声音有更高的效率，所以人类对于图形更敏感，印象更深刻，但是我们对静止不动的物体，通常会熟视无睹，而这些物体一旦动起来，我们的注意力就会被吸引到动的物体上面。所以动态图形比静态图形更有吸引力，能传达更深层次的信息并能触发情绪。
近年来，随着信息技术的快速发展，5G时代正在悄然到来，让未来的视觉传播速度变得越来越快，更加生动活泼。随处可见的MG作品，视觉效果饱满，充满动感，不仅能在视觉上引人入胜，帮助品牌清晰快速地分享他们的故事，而且还可以让观众在更短的时间内有效接受更有趣的传播内容。显然，原来单纯的静态平面设计，已经无法满足人们对视觉传播的需求，而MG恰恰正赋予了平面设计新的生命，建构出另一种可能。
可以预见，MG将成为平面设计领域新的技术潮流和趋势，开始慢慢占领未来的视觉传播高地，平面设计也将变得更加生动、更有张力。作为一个富有远见的你，当下该做的就是拥抱并了解MG，让平面设计动起来！
3.Get Graphic Design Dynamic!
Because the human brain is more efficient at processing graphic visual information than text or sound, humans are more sensitive and impressed with graphics. But we often turn a blind eye to objects that are stationary, but when they move, our attention is drawn to the moving object. Therefore, dynamic graphics are more attractive than static graphics to convey a deeper level of information and trigger emotions.
In recent years, with the rapid development of information technology, the era of 5G is quietly coming, making the future visual communication spread faster and get more vivid. MG’s works, which can be seen everywhere, have full visual effect and full of movement, which can not only be visually appealing and help brands to share their stories clearly and quickly, but also enable audiences to effectively accept more interesting communication content in a shorter time. Obviously, the original static graphic design can no longer meet people’s needs for visual communication, but MG just gives the graphic design a new life and creates another possibility.
It can be predicted that MG will become the new technical trend in the field of graphic design, and gradually occupy the future visual communication plateau. Graphic design will also become more vivid and more powerful. As a visionary, what you should do now is to embrace and get to know MG and get graphic design dynamic!
