MOTION GRAPHIC DESIGN OF ADVERTISING FOR ACADEMIC PROGRAMS THROUGH THE APPLICATION OF MULTIPLE INTELLIGENCES THEORY

Abstract

The purposes of this research were to create the guidelines for motion graphic design of advertising by using the theory of multiple intelligences and to find the ways to apply these guidelines for the academic programs. The guidelines will help the programs create their identity which reflects the desired qualifications of their graduates. The research instruments were: 1) interviews with 7 multi-intellectual experts and 3 motion graphic experts; 2) group discussions between 1 multi-intellectual expert, 1 motion graphic design expert and 1 mass media expert; 3) interviews with 6 graphic design experts, 5 motion graphic experts and 5 advertising experts. The results of the research show that: 1) theory of multiple intelligences can be used as a reference to create the guidelines for 8 design directions including graphic style, composition, typography, color combination, transition, visual rhythm, creative execution, image scale; 2) the ability level of the various intelligences in the theory of multiple Intelligences can be applied to find 24 sets of specific guidelines for motion graphic design; and 3) the way to apply the design guidelines starts with the specifications of the ability level of the various intelligences by the academic program according to its own identities, and then the motion graphic designers can analyze and apply the data to create the 8 design directions by choosing from the 24 sets of specific guidelines.