Image from The Fundamentals of Typography. G. Ambrose & P. Harris

Boards magazine published online their round table on motion graphics with a selection of important figures in the field. It’s an interesting read for those working within the commercial market and hints at the slight malaise that seems to have set in during 2008 around the notion of motion graphics. A malaise that has root in part with a general misunderstanding in the field and which I have recently undertaken to discuss. Let 2009 help dissipate some of those misconceptions and let us see the work bloom beyond and above the commercial bind.

BOARDS: Where do you see your companies evolving in the next year or two, and the discipline of motion design?

JAMES PRICE: … In terms of the motion graphics industry, I’d like to see it move away from the way it’s been perceived. But when I think of the breadth of work from the people on this call today, there are a lot of places that motion graphics can go. So we have to be careful about not shooting ourselves in the foot with the work we produce. We should be creating work that has its own inherent visual style.

JAKE BANKS: For some reason, there is this stigma around the term motion graphics now. For us, I’d like us to be thought of as more of an ideas shop

BOARDS: About that stigma you’d mentioned… how did it get to that point, and how do you counter that perception?

JAKOB TRÖLLBACK: There were times when the shop of the day was whichever one came out with the next cool technique. And that can be exciting when it happens but it sensationalizes things. It stops being about ideas and more about the technology.

JAMES PRICE: I think it’s about embracing the diversity within our group. We have to get to the point where people are looking to us for ideas and not just style.

>>> Read the full article here