An Investigation of the Factors of Enhancing Imagination and Active Audience Engagement in Motion Graphics*

Abstract :
“Problem statement” Nowadays, the media have been one of the most significant tools for conveying ideas and information. With the far-fetched technological developments, the emergence of new artistic media with interactive potential offers a new and dynamic visual language for communication and expression. Motion graphics, a multimedia art image, plays a pivotal role in rendering different aesthetic experiences for the audience by blending texts, sounds, and movements. However, a deeper investigation is required to know how motion graphics artwork should be designed to stimulate the audience’s imagination actively and prevent them from being passive. This research gap highlights the importance of identifying components that can enrich the audience’s aesthetic experience and encourage them to actively interact with the artwork. This study seeks to address the following question: What factors effectively contribute to reinforcing the audience’s imagination and active exposure in animated graphics? Research objective: This study attempts to identify the characteristics of motion graphics based on enhancing the imagination and providing a suitable model for the creators of these works in order to actively expose the audience. Research method: This research is fundamental and applied in terms of purpose. It employed a qualitative phenomenological approach. Data was collected through literature review and field studies, then analyzed using coding. The research samples were people who had experience with motion graphics works, as well as experts in the field of visual arts. Conclusion: Research findings show that the main components of evoking the audience’s imagination in motion graphics works included connection with reality, eliciting shock and surprise in the audience, attributing human characteristics, breathing life into basic elements of the visual arts and attributing human characteristics, raising questions in the audience’s minds, using visual techniques such as combination, transformation, and elimination, the principle of integrity and coherence in all elements, a minimalist approach, the impact of music and sound effects. These components can help producers of motion graphics to stimulate the audience’s imagination and enrich their aesthetic experience, thereby encouraging them to actively interact with the artwork.

Keywords: Motion graphics, Audience, Imagination, Aesthetic Experience.