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Jun 30

Music & Motion

       

In: Strategy Insights

Music has always been considered a way to express and convey sentiment without the use of written word. For many, lyrics and vocals are significant aspect to one’s perspective of music that add relatable qualities to an idea, of which, can transcend space and time but often finds its barriers at the fringe of language. 

In recent years, I’ve lost my admiration for phonetic value in contemporary music and have shifted my focus to the rudimentary foundations on which its built upon. Timing, rhythm and tone are the underlying principles that ultimately lends to the success of effectively communicating an idea.

These same principles have also shaped my recent design explorations. This influence has led to an increased interest in motion design.

Motion Design

Motion design, or motion graphic design, is the art of bringing graphic design to life through animation. Now that mobile devices are ramping up their processing power and data bandwidth is increased to those devices (4G LTE) it's more and more possible to execute details like these.

Adhering to the aforementioned principles, motion design can effectively guide the user’s attention. The use of motion can be an effective way to smoothly transport users between navigational contexts, explain changes in the arrangement of elements on a screen and reinforce element hierarchy, ultimately offering a more intuitive and enjoyable user experience within a product or application.

Timing 

When I begin designing a transition, I like to consider the order and timing of element movement. I also ensure that motion supports the current information hierarchy, allowing you to convey what content is most important by creating a clear path for the user’s eye to follow. 

In the example below, you can see the simultaneous correlation between tapping the “like” button and visually seeing the heart animate, giving the user confirmation that the action has been performed.

Rhythm

Transitioning elements should also behave in a coordinated manner. The paths that elements travel along should make sense and be orderly. Haphazard motion is distracting and should be avoided. Coordinating transitioning elements aids the user’s understanding of the information and visuals being presented to them.

In the above collaboration with Myles Kedrowski, I wanted to create meaningful animations that would add intrigue to an already beautiful design. Playing off the uniquely created shapes delivered at initial handoff, the goal was add to the flow of the scroll, which played off the already established relationships. 

To learn more about how motion design can help you effectively communicate your brand message to potential clients, contact UNION.

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About UNION

UNION is a digital marketing agency founded in 2002 and headquartered in Charlotte, NC. Considered a digital marketing leader, UNION collaborates with many of the Southeast region's top brands to achieve business objectives through strategy, creative and technology. The agency specializes in crafting digital marketing platforms, content and campaigns that deliver meaningful and measurable ROI results. Want to work with us?

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