Jakob Trollback

Jakob Trollback's video provided a sound basis of important questions to ask yourself when dealing with motion design. Several of his most intriguing points included:

1) If your design doesn't work in print, don't assume it can work in motion.

In my opinion, this point applies to several facets of motion design. Not only does it address the style sensibility that is necessary (motion can't make up for a lack of style), it also addresses the need to stick to a clear, readable, and interesting concept to engage the viewer. In the same way a print campaign must be simplified for a unified message, motion must do the same.

2) Utilize the opportunity to play off of people's emotions and double-meanings.

To me, Trollback's strongest work was consistently based around a theme of double-meanings. This, of course, relates directly back to Chip Kidd's explanation of sign, index, and word associations. By showing how incredibly similar words with different meanings can be, he makes the connection that people are inherently equal despite their differences.