Source: Motion Graphic Design : Applied History and Aesthetics
By Jon Krasner
Chapter 9: Conceptualization : developing ideas
This chapter explains the process of
creative development. It walks you through assessment (defining your goals),
formalization (developing ideas), cultivation (determining if your project is
realistic), storyboards (defining the scenes and layout of the idea), and
animatic (the detailed motion storyboard). This chapter is important as it lays
out the creative process in manageable steps, defining the process along the
way and clarifying the expectations of quality of work.
ASSESSMENT:
Before you begin, define who your final project will be designed for, what your goal for creating the project is, and that you have knowledge about your project content and means of production.  |
Designing For Your Target Audience |
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Defining the object
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Targeting the audience
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Researching the topic
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Understanding the restrictions
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Considering image style
FORMULATION
Here you begin the creative process. You will brainstorm the style of the project, what imagery will be used, colour schemes, and collect a bank of inspirational references.  |
Brainstorm: 15 Ways to Improve Freelance Creativity |
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Brainstorming
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Pathways to creative thinking
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Inspiration
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Risk taking
·
Experimentation
CULTIVATION
Here, the idea begins to take shape. At this stage one can ascertain whether their project is realistic. Is the project in the means of the people, budget, and equipment involved?  |
Character Development by ~thefireis |
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Evaluation
- Will my concept capture and hold my audience's attention?
- Is this idea based strictly on technique or trend?
- Is this concept different enough from what has already been done?
- Is this concept realistic enough to implement technically?
- Will the means needed to impliment my idea fit within the budget?
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Selection
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Clarification & Refinement
STORYBOARDS
Describes
motion in a static manner.
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Fantastic Mr. Fox storyboard artist Christian DeVita |
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Visual content and style
Digital vs traditional.
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Pictorial and sequential
continuity
The pictorial continuity must indicate cohesion between the style of images and type, choice of colour scheme, and treatment of compositional space.
The pictorial continuity must indicate cohesion between the style of images and type, choice of colour scheme, and treatment of compositional space.
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Stages of development
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Early development
Consider Continuity:
flow of action or events from scene to scene
clarity of transitions from scene to scene
the approximatetime it will take to animate the scenes versus the allowed time
the resources needed to create the desired effects
Consider Continuity:
flow of action or events from scene to scene
clarity of transitions from scene to scene
the approximatetime it will take to animate the scenes versus the allowed time
the resources needed to create the desired effects
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The final comprehensive
Show major events:
transitions
framing
camera moves
Show major events:
transitions
framing
camera moves
·
Brevity and clarity
Be succinct. Use only major events:
6-10 frames per 30 seconds
20 frames for 1-2minute trailer
8 frames for website introduction & station IDs
Be succinct. Use only major events:
6-10 frames per 30 seconds
20 frames for 1-2minute trailer
8 frames for website introduction & station IDs
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Professionalism
“Sloppy execution, lack of attention to detail, and ambiguity of presentation can create a negative impression” p301
“Sloppy execution, lack of attention to detail, and ambiguity of presentation can create a negative impression” p301
ANIMATICS
Using your rough but clear images, sounds, and pacing to determine the overall effect and time of the video. Used as a referance for the final animation.
Visualizes
the project prior to production and resolve the motion and timing of events.
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Synchronise the art pace
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Incorporates the audo
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Allows early problem solving
for:
Lighting
Cinematography
Cinematography
Sound production
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