跨領域媒體融合～動態圖像設計之傳播發展應用探討

A Study on Development Vein and Current Application of Motion Graphics Design

方彩欣(Tsai-Shin Fong)；鄧淑珨(Sue-Sia Teng)

動態圖像設計 ； 互動媒體 ； 動畫 ； 視覺傳達 ； Motion Graphics Design ； Interactive Media ； Animation ； Visual Communication

設計研究學報

8期（2015 / 09 / 01）

16 - 29

繁體中文

時代變遷，科技不斷創新研發，帶動科技產品推陳出新，也改變了媒體傳播資訊方式。由於數位科技革新產生新的需求，使原本靜態的平面圖像經歷電視、電影、網頁到今日行動裝置的媒介轉換，逐漸在設計原則中，加入「時間」設計元素，動態圖像設計(Motion Graphics Design) 概念因應而生。國內產學界面對新興的動態圖像媒介議題也開始關注；然而，動態圖像設計概念，在歐美市場發展較早，與國外相比，國內市場除了少數商業應用，相關學術研究偏少，關於動態圖像媒體興起之因、發展脈絡，與其表現特性與傳播效果為何，確實值得探討。本研究透過相關國內外學術文獻資料分析歸納，架構出動態圖像設計發展歷程，分析比較動態圖像設計、動畫與平面設計在全球傳播應用發展異同之處，可清楚確立相關概念認知。透過歸納分析後，本研究發現︰從表面上看來，動態圖像設計似乎僅是將平面影像加入動態而結合成動態圖像；事實上，動態圖像設計需要多元知識和技術的多方結合，可視為跨領域設計的融合革新，不應被歸類於動畫、平面設計或影片製作等單一領域設計概念，而是融合了動畫、插畫、平面設計、敘事影片製作、雕塑、建築空間…等不同領域，所延伸出的新興跨領域設計概念。動態圖像設計運用人類視覺、聽覺與運動知覺三方面同步進行傳達訊息，早期出現於電影的片頭，近年則被使用於廣告、頻道包裝、節目片頭、戶外看板、展演…等不同媒介。隨著現今互動性科技產品出現，更加強媒體與資訊接收者的連結性，也產生較大的心理參與感。動態圖像設計的演進是跨領域融合的，它汲取各時期不同傳播應用領域中的模式，逐漸演變出今日的多元化表現方式。就學術貢獻而言，本篇文章可建立檢視動態圖像設計之相關傳播理論基礎，結果可提供學術界、業界參考，希冀透過本文的探討，我們可以複合與延伸出更多具有時代價值的知識體系。

To cope with the changing times, the continuous technological innovation and development bring forth the new technological products and change the way of media information dissemination. The new demands, generated from the innovation of the digital technology, make the original static graphics transform the media from television, movie and webpage to mobile devices nowadays. The new element of time design is gradually added into the design principles, thereby giving rise to the concept of Motion Graphics Design. The Motion Graphics Design deserves exploration, including its emerging reason and development vein, as well as its performance characteristics and communication effect. Moreover, in the overseas market, the concept of Motion Graphics Design is developed with a long history and many business application cases. There are also a lot of studies on the Motion Graphics Design and the related book trailers thereof. In Taiwan, on the contrary, there are only a few similar business applications in the market, but the related academic studies are rare, which also indicates the urgent need of the study. After concluding and sorting the related data, the study finds that the Motion Graphics Design is considered as the innovation of the visual communication design, and shouldn’t be classified into the design concept of a single area such as animation, graphic design or video production. Instead, it is a new interdisciplinary design concept that is derived by the integration of various areas such as animation, illustration, graphic design, narrative video production, sculpture, and construction. The motion graphics design uses the eye-catching characteristics of motion and integrates the static and dynamic advantages, with the audio aids to strengthen the communication effect. In early years, the application of motion graphics design could be seen on the movie trailer. In recent years, it is widely applied in various media such as advertising, channel packaging, program trailer, outdoor signboard, and presentation. With the emerging of interactive products nowadays, the wide application is also integrated with the interactive features, so as to get closer to the information receiver. In this way, the user can absorb the delivered message more easily, and will have strong psychological sense of participation. The study results can provide the related reference for the academic and industrial circles.

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