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EMOTIONINMOTIONEMOTIONAL ELEMENT IN DIGITAL ARTFROM SAUL BASS TO MOTION GRAPHICS

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Saul BassEmotional ElementEMOTIONAL FNTIONIN DIGITALABSTRACTMotion Graphics

Function & Extension Emotional ElementEmotional Element

Saul BassPioneer of MotionGraphics [1]INTRODUCTION

Born in New York on 1920 May 8th. He was trained as an animator at the Art Student League in New York under Howard Trafton and Gyorgy Kepes at Broolyn College.He worked as a freelance designer until in 1946 he moved to Los Angeles and established his own firm Saul Bass and Associates.

SAUL BASS

ART Background

ARTDECOSurrealismEuropeanModernism

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EuropeanModernismThe European modernists imbued their work with an inherent morality and social consciousness and were often associated with left-wing politics.Intrigued by the emerging technologies of the day, they eschewed ornament, rejecting what they saw as the frivolous strokes of Victorian and art nouveau styles.

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1.Emphasis on orderliness and functionality of visual arts2. Their work was both spare (thinks of Mies famous dictum Less is more ) and lyrical.European ModernismTo Jacques NayralAlbert Gleizes (French, 1881-1953)

SurrealismSurrealism is a movement where artist painted unnerving, illogical scenes with photographic precision, created strange creatures from everyday objects and developed painting techniques that allowed the unconscious to express it self and/or an idea/concept.(The 20th Century Art,2001)

ARTDECOArt Deco is a movement inspired by the advancement of industrial machines, which is typically expressed by the usage of streamlined, colored, overlapping and repeating geometric elements.

[2]GRAPHIC DESIGNERGraphic designerBass was initially influenced by European modernism, combining with domestic situation and his personality. Bass adjusts it and forms his own American simplified designing style, which is full of pragmatic simplicity and animated sophistication.Bass mainly adopts simplified structure to achieve his visual amplification.

[2]GRAPHIC DESIGNER

34 YEARS LONGIVITYAnnyas (an artist) made a calculation of Basss corporate logos and found that the average longevity is more than 34 years and counting.

CISSaul Basss logo design also represent the early successful design for Corporate Identity System (CIS)

GOOGLE DOODLEOn 2013 May 8th, Google Doodle celebrated the 93rd birthday for his legendary contribution in art.

34 Years LogevityGOOGLEDOODLE

Corporate IdentitySystem

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GOOGLEDOODLE

SIMPLIFICATIONSimplified structures, highly recognizable graphics and uncomplicated colors

VISUALIZATIONRefined visual symbols

EMOTIONVisual Effects & Resonance

Design is thinking made visual.Interesting thins happen when the creative impulse is cultivated with curiosity, freedom and intensity ----Saul Bass

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Graphic designerCompared to European techniques, this modified style builds a more emotional connection with viewers.

Titlesequence designer

[3]TITLE SEQUENCE DESIGNEREARLY TITLE SEQUENCETitle sequences at that time were dreary as well. Only in very special instances, the vast majority of title sequences in the studio era were text against nondescript backgrounds.TEXT

INTEREST OF AUDIENCE

RESONANCE

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The Man with the Golden ArmLater, they made more in collaboration in The Man with the Golden Arm(1955), the whole cinematic world was astonished and admired Bass as the artist/designer who invented the opening credit sequence as a free-standing movie-before-a-movie and elevated it into an art (Jason, Sussberg)

Collaboration with DirectorsAlfred Hitchcock: Vertigo, North by Northwest, Psycho and so on. Stanley Kubrick: Spartacus, A Space Odyssey, A Clockwork Orange. Billy Wilder: Love in the Afternoon, One Two Three, The Seven Year Inch and Martin Scorsese.

Otto PremingerOtto Preminger hired Bass to design a logo and posters for his films, The Moon is Blue (1953) and Carmen Jones (1954), based on Bass extraordinary visualized techniques in graphic design, Otto asked one more related title sequence.

TITLE SEQUENCE DESIGNER

The Man with the Golden Arm[3]TITLE SEQUENCE DESIGNER

Why Man Creates[3]TITLE SEQUENCE DESIGNERThis Film won the Academy Award of Documentary Short Subject, it becomes obvious that while Bass flourished creatively within the parameters of a theme set forth by the filmmakers he created titles for, he had a great deal more to express beyond his work as a title designer, which similarly indicates that Bass is willing to serve himself to explore the essence of human emotion.

HOLLYWOODOutside

Hollywood had become self-important and incestuous after the Second World War.Hollywood strikes led to the formation of Scenic and Title Artist 816,a union for graphic artists and designers in the film industry comprised of sign painters and advertising artists.

TECHNIQUEInside

Graphic design background.Entry level for modern after effects workers.

[4]MOTION GRAPHIC

Motion GraphicsMotion graphics use video footage or animation technology to create the illusion of motion or rotation, and are usually combined with audio for use in multimedia projects

COMPARISM WITH ANIMATIONMotion GraphicsMotion graphics pursues form and reform in time-structural design. Emotional elements tie with motion and every frame prepares them as a perfect layout for viewers (Robert, K, Greenleaf, 2003). Refined basic graphics normally applies in motion graphics for amplifying visualization. As Bass classic simplified style to explore the significance of visualization, motion graphics focuses visual impacts and accentuates form more than context.

COMPARISM WITH GRAPHIC DESIGNMotion GraphicsThe most characteristic feature in motion graphics is motion. Motion graphics concentrates on an interpretation of digital harmony. Analysis of Bass graphic and title sequence works, he develops both of them in a mutual process. For one thing, those amplified visual effects in graphic design trains him to become sensitive for abstraction. For another, discrimination of key frames polishes his eye for extraction. He makes reconciliation between graphic design and title sequence design, which is also the standing point for motion graphics.

EMOTION

1234EMOTION: is a term that refers to Parkinson (e.g., 1994). Its experience depends on four features: appraisal of external stimulus or situation, reaction of the body, facial expression, and action tendencies. STRUCTURED MOTIONBEGETS EMOTION---John Whitney Digital HarmonyMOTION GRAPHIC:Motion Graphics apply a mechanism reconciling multiple variables in a harmonic cycle, which indicates that motion graphics is structured and emotional elements are actually inserted in it.DIGITAL ART

Motion Graphics could rapidly adjust to multiple various digital media environments such as: television advisement, portable game machine, outdoors LED screen, live performance and interactive installation.

Emotional ElementIs given more features of our digital age

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M

Effective InformationUser-Friendly ExperienceImmersion

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Ideas are easier to be understood in motion, and effectiveness builds on the foundation of comprehension.Title sequencesData visualizationInfo GraphicsEFFECTIVEINFORMATION

With the appearance of touch screens and remote sensors.Six-sense installationApps on iPhone and iPadWeb Frontier DeveloperUser Friendly

Game DesignDigital ProjectionLive ControlIMMERSION

[5]CONCLUSIONCONCLUSIONBasss work is remarkably prescient for the later motion graphic in application to digital art. He teaches us that Design is thinking made visual and implies us that thinking makes emotional vitality of design. Modern days, we explore emotional attributes and function is because we are intended to manipulate them more mature and ultimately, to find an exit to unleash our natural emotion. In conclusion, his technique of simplified sophistication is ought to be viewed as an instrumental guide for our human locating our mental niche. We should learn to interpret everything from an emotional angel and utilize the power we learnt from Bass and to cope with other problems in our life.

SAUL BASSE SAID:

My initial thoughts about what a title can do was to set mood and the prime underlying core of the films story, to express the story in some metaphorical way. I saw the titles as a way of conditioning the audience, so that when the film actually began, viewers would already have an emotion resonance with it.

WENZHUODUAN2014.12THANKS

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