Plumb the depths of core motion design fundamentals and harness the essential techniques of this diverse and innovative medium. Combine basic art and design principles with creative storytelling to create compelling style frames, design boards, and motion design projects.
Here, in one volume, Austin Shaw covers all the principles any serious motion designer needs to know in order to make their artistic visions a reality and confidently produce compositions for clients, including:
Illustration techniques
Typography
Compositing
Cinematography
Incorporating 3D elements
Matte painting
Concept development, and much more
Lessons are augmented by illustrious full color imagery and practical exercises, allowing you to put the techniques covered into immediate practical context. Industry leaders and pioneers, including Karin Fong, Bradley G Munkowitz (GMUNK), Will Hyde, Erin Sarofsky, Danny Yount, and many more, contribute their professional perspectives, share personal stories, and provide visual examples of their work.
Additionally, a robust companion website (www.focalpress.com/cw/shaw) features project files, video tutorials, bonus PDFs, and rolling updates to keep you informed on the latest developments in the field.
Rezensionen / Stimmen
"Austin is one of the first to identify and put down on paper a tangible, in-depth account of a new field that has quickly emerged within the design genre. For years, even professionals in the industry have had trouble giving it a title. Not only does Austin give it a name, but he also captures the essence of the field in a way that both young designers and professionals can appreciate. With words and pictures, he shares the process and explains in detail the knowledge base required for the field. He even questions industry leaders to qualify his process, making it a perfect balance of the academic and professional worlds."
- Erin Sarofsky, Executive Creative Director, Sarofsky
Sprache
Verlagsort
Verlagsgruppe
Zielgruppe
Für höhere Schule und Studium
Für Beruf und Forschung
Illustrationen
202 farbige Abbildungen
202 Illustrations, color
Gewicht
ISBN-13
978-1-138-81209-3 (9781138812093)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Klassifikation
Austin Shaw is a full-time Professor of motion media design at the Savannah College of Art and Design. He has also taught at the School of Visual Arts in New York City. For the past 12 years, Austin has worked as a motion designer for clients including Target, Ferrari, Fedex, McGraw Hill, Ralph Lauren, and VH1, and as a Creative Director, Designer, and Animator for companies such as Superfad, Digital Kitchen, Brand New School, and Curious Pictures.
**Table of Contents**
Foreword by Justin Cone
Preface
Introduction:
Motion Design
Motion & Graphic
Art & Design
Graphic to Motion
Contrast Creates Tension
Varying Compositions
Design-Driven Production
Types of Projects
What is Design for Motion?
The Purpose of This Book
Chapter 1: Design for Motion
Beautiful Motion Begins with Beautiful Design
Building on Traditions
A Brief History of Style Frames
Other Disciplines
Chapter 2: Style Frames
What is a Style Frame?
Visual Patterns o Stylistic Guides o Concept is King
Design Like a Champ
Enjoy the Process
Author's Reflection - Style Frames
A Moment in Time
Chapter 3: Design Boards
What is a Design Board?
The Importance of Style Frames & Design Boards
Promise to the Client
Insurance Policy
Using Design Boards
Guiding Productions
Author's Reflection - Design Boards
Unified Visual Aesthetic
Storytelling
Finishing Touches
Professional Perspectives - Erin Sarofsky
Chapter 4: Presentations & Pitches o Process Books & Pitch Books o Process Books
Pitch Books
How to Make Process & Pitch Books
Professional Perspectives - Lauren Hartstone
Chapter 5: Developing Concepts
Creative Briefs
What is a Creative Brief?
Types of Creative Briefs
The Form of a Creative Brief
The Needs of a Creative Brief
How to Use a Creative Brief
Professional Perspectives - Carlo Vega
Good Ideas are Hard Work
Concept Development
What is Concept Development?
Questions & Answers
Development
Professional Perspectives - Karin Fong
Chapter 6: Process-to-Outcome
Process-to-Outcome
Author's Reflection - Process-to-Outcome
Process
Outcome
Value of Process-to-Outcome
Be Comfortable with Ambiguity
Know Where You Are
Professional Perspectives - Lindsay Daniels
Chapter 7: The Inner-Eye
The Internal Editor
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Free Writing
What is Free Writing?
Looking Inward
Stream of Consciousness
Free Writing & the Internal Editor
How to Free Write
Be Brave
Making Discoveries
Free Writing is Personal & Private
Word Lists
What are Word Lists?
Words are Powerful
Spectrums of Meaning
How to Make a Word List
Mind Maps
What are Mind Maps?
Internal to External
Making Connections
Using Contrast & Tension
How to Make a Mind Map
DOs & DON'Ts List
What is a DOs & DON'Ts List?
Creative Borders
In Relation to Process-to-Outcome
The Initial Shape of a Concept
Initial Shape of a Concept
Be Engaged in the Process
Tipping Points
Chapter 8: The Outer-Eye
Mood Boards
What are Mood Boards?
Internal and External
Efficiency
How to Make a Mood Board
Author's Reflection - Mood Boards
Professional Perspectives - Alan Williams
Written Treatments
What are Written Treatments?
Writing for Development
Narrative Structure
The Shape of Stories
Scripts
Using Written Treatments & Scripts
Professional Perspectives - Patrick Clair
?
Chapter 9: Image-Making
Image-making and Design for Motion
Composition
Hierarchy of Visual Importance
Positive Space & Negative Space
Symmetry & Asymmetry
Motion
Methods & Formulas
Sea Glass
Professional Perspectives - Kylie Matulick
Value
The Range of Intensity from Light to Dark
Value & Color
Why Value Matters
Mastering Value
Value & Line
Value in Nature
Contrast for Image-Making
Color
Depth
Spatial Planes
Depth of Field
Perspective
Atmospheric Perspective
Color Perspective
Professional Perspectives - Danny Yount
Chapter 10: Cinematic Conventions, Thumbnail Sketches, & Hand-drawn Storyboards
Cinematic Conventions
Basic Shots and Camera Angles for Cinematography
Cinematic Elements of Design Boards
Thumbnail Sketches
Approach & Practice
Thumbnails for Style Frames
Practicing Cinematic Conventions
Hand-drawn Storyboards
Working with Storyboards
Storytelling and Continuity
Storyboard Usage
Professional Perspectives - Robert Rugan
Chapter 11: Creative Briefs - Fundamentals
Concept Development Exercise
Part 1
Part 2
Professional Perspectives - Chace Hartman
Chapter 12: Design Essentials
Designer's Toolkit
Finding & Making Assets
Prepping Assets
Mark-Making Tools
Sketchbooks
Computers
Digital Backups
Cameras
Wacoms & Cintiqs
Scanners
Digital Library
Alternative Tools
Professional Perspectives - Will Hyde
Chapter 13: The Art of Compositing
Compositing
Concrete Compositing
Abstract Compositing
Core Principles & Skills of Compositing
Mattes
Feathering
Duplication
Basic Transformations
Retouching
Color Correction & Color Grading
Hue, Saturation, & Value
Blending
Creative Brief - Compositing Exercises
Concrete Composite
Abstract Composite
Chapter 14: 3D Software for Design
Using 3D Software for Design
Modeling
Materials
Lighting
3-Point Light Setup
Cameras in 3D
Rendering
Multi-Pass Rendering
Compositing 3D
Chapter 15: Matte Painting
Analog to Digital
Matte Painting for Motion Design
Sketching
Under Painting
Asset Creation & Modification
Compositing Assets
Perspective
Lighting
Color Correction for Matte Painting
Texture
Working with 3D
Creative Brief - Matte Painting
Process
Professional Perspectives - Greg Herman
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?
Chapter 16: Stylistic Creative Briefs for Portfolio Development
Style
What is Style?
Clearly Defined
Range of Visual Styles
Using the Exercises
Aspect Ratio & Size
Alternative Aspect Ratios
Number of Style Frames for Design Boards
Schedule & Deadlines
Process-to-Outcome
Keywords to Kick-Off Creative Briefs
Deliverables
Chapter 17: Type-Driven Design Board
History & Culture
The Basics
Anatomy of Type
Casting Type
Integrating Typography
Type Treatments
Creative Brief
Professional Perspectives - Beat Baudenbacher
Chapter 18: Tactile Design Board
Analog & Digital
Texture
Materials
Tactile Design in Motion
Creative Brief
Professional Perspectives - Lucas Zanotto
Chapter 19: Modern Design Board
Simplicity & Reduction
Naive Sensibilities
Vector Artwork
Creative Brief
Professional Perspectives - Bran Dougherty Johnson
Chapter 20: Character-Driven Design Board
Exaggeration of Essential Qualities
The Process of Character Design
Translating Character Design into Motion
Creative Brief
Professional Perspectives - Daniel Oeffinger
Chapter 21: Information-Graphic / Data Visualization Design Board
Information-Graphics & Visual Hierarchy
Visual Language
Visual Metaphors
Cinema-Graphic
Aesthetic
Usage
Creative Brief
Professional Perspectives - Bradley (GMUNK) Munkowitz
Chapter 22: Illustrative Design Board
Analog & Digital
Various Styles
Creative Brief
Professional Perspectives - Matt Smithson
?
Chapter 23: Finding Inspiration
Life Mood Board - Creative Brief
Author's Story
Professional Perspectives - Gentleman Scholar
Chapter 24: Looking Forward
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