모션그래픽 로고의 시각적 구성요소별 표현 특성에 관한 연구 = A Study on the Expression Characteristics of Each Visual Component of a Motion Graphic Logo

다국어 초록 (Multilingual Abstract)

Background In a new media environment where the expression form of logos change, motion graphic logos are more attractive to the public than static images and letters of traditional logos. This study aims to derive the expression characteristics of each visual element of a motion graphic logo by analyzing the visual components of the motion graphic logo in the new media era. Furthermore, by developing a motion graphic logo based on the research results, brands can always maintain their individuality and excellence in the increasingly competitive market environment, and always improve the user's feeling of use.
Methods In order to derive the expression characteristics of each visual component of a motion graphic logo, this study used methods such as a literature review, a case analysis of motion graphic logos of global search engine brands, and an expert 5-point Likert-type survey.
Result The visual elements of a motion graphic logo were selected as image, movement, color, and typography through prior research. Through case analysis and an expert 5-point Likert-type survey, the final expression characteristics of each motion graphic component were derived as image interactivity, movement dynamics, color psychology, and typographic information delivery.
Conclusion Image interactivity refers to the mutual application and communication of the overall elements such as characters, pictures, colors, and movements that form the image of motion graphics. Motion dynamics refers to the use of movement to express information more vividly. Color psychology refers to the psychological reaction that people cause when they see the color of the logo. Typographic information delivery means delivering information or emotions to consumers and is an important factor in enhancing corporate image and consumer preference.