Previous development of the fictional Boxpark Sushi brand determined that the brand voice is wise and friendly, and the tone is playful. These traits are demonstrated in the dynamic vision board, a motion design video created in Adobe After Effects. Typography, primary colors, and directive words were established in the brand’s static vision board but adjusted after critiques from Jose Caceres and Dr. Adam Baldowski.
Motion
Attribution free stock video clips were selected from Pixababy and Pexels after searching general terms like “fun” and “laughter” to find inspiring images with orange and blue colors similar to the brand color palette established in the static vision board. Also, specific search terms like “sensei” and “water drop” helped find desired clips.
The motions and editing are energetic yet fluid like a martial art. Transitions are smooth and organic with no hard cuts. These traits reflect the fun yet wise brand personality, the Mr. Miyagi-esque “sushi sensei” who represents the Boxpark Sushi brand. Many visual elements are introduced by scaling up from small to large, utilizing the concept of “looming motion” to capture attention. Looming motion occurs when visual stimuli get larger or closer, capturing more attention than receding motion because “…looming objects are more likely than receding
objects to require an immediate reaction…” (Franconeri & Simons, 2005). In other words, the human brain is hard-wired to recognize potential threats such as an approaching predator. This human instinct is frequently called upon in motion design to draw attention to specific visual elements.
Sound
The music bed “Yellow Rose of Berkeley” by Rondo Brothers was selected from the Youtube Audio Library because of its upbeat tempo and fun energy. The musical frequencies of the piece were also considered, as midrange to high frequencies can convey happiness and forward thinking (Gillespie, 2019).
The claps in the beat provided edit points to pop in the vector sushi elements and final logo. Because the original music was almost two minutes long, a shorter thirty second version was edited in Adobe Audition. Chalkboard scratches, laughter, and other sound effects were also added from Adobe free sound effects to add depth to the animation.
Colors and Textures
Boxpark Sushi’s primary and secondary colors are orange and light blue, reflecting the energy and wisdom of the brand. These colors are displayed in the video clips and graphic elements of the dynamic vision board. The two complementary colors are balanced between warm and cool, providing a harmony that balances the energy of the motions.
The blackboard background texture used in the brand’s static vision board is carried over to the dynamic vision board. This texture represents the educational nature of Boxpark Sushi and the sushi sensei while providing an organic neutral background for graphics and text.
References:
Franconeri, S., & Simons, D. (2005). The dynamic events that capture visual attention: A reply to Abrams and Christ (2005). Perception & Psychophysics, 67(6), 962.
Gillespie, C. (2019). Background Music for Video: How to Pick The Perfect Track. https://www.vidyard.com/blog/background-music-for-video/
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