An Approach for Understanding Motion Graphics in Visual Communication: Focused on Design Experience

Along with technological development, visual design methods make designers more free to express. While visual communication design methods have been often used, visual communication design theories remain unexplored. The aims of this study was to investigate: (1) whether or not motion graphic values were interpreted by non design-experienced subjects as the same as design-experienced subjects (2) which motion graphic values showed different responses between design-experienced subjects and non design-experienced subjects. Seventy subjects participated in this experiment. They evaluated on twelve stimuli with SD (Semantic Differential) words. Twelve stimuli consisted of motion attributions: Moving speed, Speed change, Moving angle, and Figure size. The results revealed that (1) design experiences make a difference in an evaluation on Roughness, Aggressiveness, Power, Pleasure, and Fun values in Moving speed, and (2) Design experience period affects evaluations in motion graphics. The results would be a useful showcase for exploring the relationship between design experience and design values.