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Chapter ONE. the art of motion graphics > identifying the EMOTIONAL CENTER

identifying the EMOTIONAL CENTER

To be a graphic designer is to be a communicator. Your vision and your message should resonate deeply—as deep as any other artistic form of expression. Yes…we are commercial artists. We make our living selling products, or events, or performer's images. Sometimes that can be difficult; nevertheless, I always try to design with passion.

The final step of the process of designing effective motion graphics is to identify the emotional center of the spot. When I sit down with clients, I train my ears to pick out words they use to describe their desires for the work. What I look for has very little to do with the storyboard, the sequence, or the verbiage. I am looking for the emotional message—it's always just one—that sums up the entire spot. It's this emotional message that I will try to communicate through motion and rhythm.


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