Motion
Subtle and excited
RAUMEDIC’s animation rely on the contrast between single, attention-grabbing “excited” elements and less flashy animated “subtle” elements.
Intro
There are basically three versions for the intro. The “excited” version is the default intro for the beginning of branded videos or animations. The “subtle” version can optionally be used for a sober look instead of the “excited” intro. For very short video elements (e.g. in social media), the “short” intro is used.
Outro
The outro marks the end of videos, animations or similar, and must contain the copyright notice. . Here, too, there are two variants depending on the intended use. The “excited” outro is to be used for general video applications. The “subtle” version can optionally be used for a sober look instead of the “excited” outro. The “subtle” outro must be used with the “subtle” intro. For additional reference between brand and video content and more emotional impact, there is a layered outro variant. This version interacts with the content of the video and thus connects the content more strongly with the outro.
Easing
The two layers of animation are also found in Easing. “excited” elements move quickly and with a lot of momentum to attract attention. They are animated with an emphasized overshoot and bounce-back. A sine wave is used as the easing. The “subtle” elements do without overshoot and are animated calmly.
Typo
If a typographical element is to be given a special focus, it can be provided with a runtime animation. This effect may only be used selectively for particular elements that are to be given special focus. The “excited” typography animates the width, the “subtle” typography fades in character by character.
Lower third
For lower thirds there are different variants depending on the purpose. For image videos, the “excited” lower third is used. For technical details and expert interviews in the product context, there is the “subtle” lower third.
Brand code
The animation of the brand code should be restrained. All individual elements of the brand code can form patterns and move dynamically.
Dos
“Excited” Animations put a clear focus on the important elements. The “subtle” animations add dynamism to the layout, but do not distract from the main elements.
Don’ts
Use no more than two “excited” elements per layout. Spacing animations are to be used sparingly.
