Denotative and connotative meanings in motion graphics text (0)

DENOTATIVE AND CONNOTATIVE MEANINGS IN MOTION GRAPHICS TEXT

For Multimedia Semiotics
To begin with, what is motion graphics? Motion Graphics is a piece of video which is created digitally in a computer and as the name refers – bases on moving graphical elements . These elements can be images, text, graphical designs or a multidimensional imagery . But this term should not be confused with another term „animation“. Line between these two is a bit blurred. Animation often is only giving life to the characters and scenery . Also, it can be done in real world with physically created sets . Motion graphics on the other hand can be only created in digital world and could include animation. But also there are more two very important aspects – desing and cinematohraphy. Therefore when talking about motion graphics it means moving graphycally created elements in a beatiful way.
Motion graphics is pretty recent platform compared to a graphical design for example. It evolved after computers were invented, hence it is only possible to it on computer. In modern times motion graphic is used almost everywhere – feature film , advertising, short films , presentations, live shows /concerts, games etc. It is promising platform. Because it is often hidden or people dont really acknowledge it, i thought it would be interesting to analyse a motion graphic piece from semiotic point of view.
I decided to analyse a motion graphic piece by Estonian creative agency called TOLM and extract denotative and connotative meanings of its imagery. The video piece is about WhiteCryption encryption solution that they offer for their clients. Encryption is a process where message is crypted (encoded, converted) so, that only parties who authorised the encryption can read or decrypt it. Video link can be found at the end of the essay .
My plan is to firstly analyse the overall look of the video, what kind of elements are used any why, also the color choice. And what kind of a feel it should give off to its viewers . Then i will look main animated elements which have simple meaning when glancing it quickly, but also deeper meaning when focusing into it a bit more.
Overall visual
Firstly, i would like to describe the overall visual feeling of the video and why is it made the way it is.
Denotative look :

• Dark blue gradient in the background.
  
• White circles positioned in 3D space .
  
• Orange thin lines appearing and going into some of the white circles.
  
• Lot of hexagons filled with graphical imagery
  

Connotative look :

• Blue color is mostly picked from the company’s brandbook. It is associated with trust , hoenesty and loyality. From color pshycology persepctive its reliable, responsible, emits inner security and confidence . Blue is also referred as a sky or even pictured as a Earth atmosphere or a outer space. Therefore, in the video we sense this blue gradiant as a sky or a space. We also could feel that the company might be actually trustworthy.
  
• The white circes on the backround look like stars . Along with the blue gradient of course . These white circes are firstly shaped as circles. And circles, viewing from the far distance , may look like a star . Another thing is their color. When we view the sun for example, or just look at the sky in the night , we see white dots and we know , based on the physics class , that these are the stars. Therefore these white, circled dots are perceived as a stars in this context .
  
• Orange lines are firstly orange because, again , it is this brands’s one of the main color. And secondly, based on color theory it is the complementary color of the blue. It is suggested to use complementary colors, because they have the highest contrast therefore it is easly seen . They ’cancel’ each other out, making same contrast as black and white colors. Complementary color schemes are believed to be aesthetically pleasing.
  

• Hexagons are used because they are interesting shapes. They are more complex than just plain square and interrupts more than a circle . Circle, because of its round shape is pleasing for an eye to see. Hexagon on the other hand draws attention. Interrupts the view. In this context we can view hexagons from another point of view. Let me explain . In a beehive there are hexagons. When we think of a beehive we can imagine a community, a cluster . When we take technology and its many platforms, there is also a cluster, network. Many devices connected with each other, which in this case need protection , encryption. Therefore hexagon is a perfect symbol for connected devices.
  

All those main elements we see, are used to make the audience feel that the video and technology it hypes is futuristic, to the forward thinking user or company.
Main elements
In this chapter i analysemain graphical elements which are used to tell the story.
0:12
Denotative look :

• We see a house, camera , smartphone and a plane .
  
• All elements have thin lines drawn between them
  
• Elemnts have a rather simple but detailed look
  
• White outlines, without color
  

Connotative look :
These elements are picket the way they are because those things are probalby the most used items by the people in contemporary society. We live at our home, we use smart gadgets (smart watch, training gadgets e.t.), we use apps on our smartphones and we use smart transportation vehicles. And the important thing is that they can be all connected with each other. Thin lines are use because to tell that all the connections between the devices are subtle in real world and also thich lines would be too disrupting for the eye.
For example, we can take photos with our camera and directly send them to our phone , or we could use our phone to control heating in the smart house or open and close the drapes. So the first thing that the video tells us that everything we use are or can be connected with each other.
0:14 – 0:18
Denotataive look :

• White circles with orange thin lines extruding out of it (or connecting to it)
  
• White elements with orange trail bursting into it
  
• Little particles coming off after the burst
  

Connotative look :

• The white circles in the center visualizes unsecured code , code which is not encrypted and protected against hacking, reverse engineering and theft . White dots with trails are coming off different angles and hitting the „code“. These are the attacks and threats that a computer code can come in contact with. After each attack the code becomes more vulnerable, until its completele destoryed. This „destoryed code circle“ represents that the hidden message or information now can be accessed or stolen by the people who did the attacks.
  

0:19 – 0:22
Denotative look :

• A star shape which is then exploding into pieces.
  

Connotative look :

• A star is often times sign of a high ranking officer, in a military for example. It represetens importance , the person who is wearing it is important. When the star explodes into pieces it symbolises that this repetation is destroyed, it is harmful for the wearer.
  

0:53 – 0:55
Denotataive look :

• Same codeball is surrounded buy some grid
  
• White elements with trail are bursting into it
  

Connotative look :

• This time codeball is surrounded by a protective code, encryption which protects against cyber attacks. The protective grid moves a bit, seemingly protecting the code inside.
  

0:58 – 1:05
Denotative look :

• Words numbers and characters are transformed into another set of randomly positioned characters symbols and numbers.
  

Connotataive look :

• Computer code is encrypted by the software. Output code of the encryption seems like random characters, numbers and symbols. For the program , with right key and this code sequence, this is totally in order and it can decrypt it to reveal the message in a way that also humans could read it.
  

1:17
Denotative look :

• Padlock with squares on its corner lightning up
  

Connotative look :

• Lock represents protection from the thiefs, security, and it can be opened/unlocked only by the person who have a key for that lock. In this video it means that the data is protected, safe from everyone else who dont need to know whats behind that code. The lighting up squares means that the protection has many layers, protecting the code does not just happen in a one way but many ways.
  

Conclusion
To conclude, it was interesting to analyse motion graphic piece from semiotical point of view, what are the denotative and connotative elements of the video and what they represent to the viewer. Graphical elements in this platform can hide many messages which are not seen on the quick glance. If the piece is made paying great attetion to the detail is very communicative to the audience. The hard part maybe, was to differentiate the denotataive and connotative meaning of some of the elements but then again it is possible to dive really deep into the message they want to say.
Motion graphics has a great semiotical impact on modern world and promising platform regarding future media.


References
https://vimeo.com/174331201
http://blog.dictionary.com/denotation-and-connotation/
http://www.apv.asia/insight/animation-motion-graphics-and-visual-effects-a-guide-to-managing-post-production/
http://www.empower-yourself-with-color-psychology.com/color-blue.html