Influence of Design Expertise to Subjective Evaluation in Motion Graphic

While visual design has been familiar in its users, it has not been explained enough how users feel about what produced by designer’s intuition. Considering subjectivity of individuals, experiential variations (e.g. education, culture) should be understood in design. This study addressed motion graphic in visual design focused on experiential variations. The aims of this study were at investigating: (1) if design experiences showed significant differences between design-experienced subjects and non-experienced subjects in subjective evaluation in motion graphic, (2) if the period of design experience affects the difference to the subjective evaluation. If so, (3) which motion graphic values showed significance. For the investigation, seventy subjects participated in this experiment. They evaluated on twelve stimuli with Semantic Differential words. Twelve stimuli consisted of four motion attributions; i.e. Moving speed, Speed change, Moving angle, and Figure size. The results showed that (1) design experiences make differences not in design education but in period of design practical affair. (2) Roughness, Aggressiveness, Power, Pleasure, and Fun values in Moving speed showed significance in subjective evaluation. Furthermore, (3) five years in design practical affair showed similar results to non-design experienced subjects.