Tamara Bińczak — ING Bank Śląski S.A. - Principal Expert Innovatin Lead - ESG Innovation at ING Bank Śląski S.A
Integrating ESG and Product Design: Preventing Greenwashing at the Product Design Stage
September 20, 2024
9:00
Toolset
🇬🇧 English
Toolset
Jak się rusza to żyje - rola animacji w identyfikacji marek
About
Opisanie tego jak dzięki nowoczesnemu internetowi animacja stała się pełnoprawną składową języka komunikacji wizualnej, która jest standaryzowana w brand bookach tak samo jak dotychczas typografia czy kolor. Omówię kilka case study animowanych brandingów z całego świata ze szczególnym zwróceniem uwagi na ruch jako kluczowy składnik.
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From the recording
Talk in brief
At WaysConf 2024, Digital Art Director and Designer Tom Biskup discusses how motion design serves as a powerful strategic tool for brand communication. Using the analogy of a child waiting for a zoo animal to move, Biskup explains that modern audiences expect digital interfaces to be dynamic and responsive. He explores how brands can leverage universal motion archetypes—such as page-turning, orbiting, and sliding drawers—to communicate deep meaning instantly. Through case studies of Norway's oldest museum, Spotify, and his own work for Nowe Soho, Biskup demonstrates how structured motion systems evoke specific emotions, guide user navigation, and translate seamlessly into static print media.
Key takeaways
- 01
The Zoo Effect in Digital Media
Audiences expect digital interfaces to react and move, much like children tapping on zoo glass to see if an animal is alive. Static brand communications fail to engage users who instinctively associate movement with vitality.
Watch from 1:00 - 02
Cultural Motion Archetypes
Movement patterns like orbiting, page-turning, and sliding drawers carry ancient, pre-existing meanings. Brands can use these universal archetypes to communicate complex narratives instantly without relying on written copy.
Watch from 4:50 - 03
UI Designers Must Master Motion
Modern digital product design requires motion expertise to explain spatial transitions and information hierarchies to users. Well-calibrated animations prevent user disorientation during screen transitions.
Watch from 13:49 - 04
Strategic Motion Over Superficial Effects
Effective motion design is not about creating random GIFs or simply making a logo spin. It must be a deliberate system tied to the brand's core identity and business goals.
Watch from 25:29 - 05
Print Compatibility of Motion Systems
A well-designed motion system translates beautifully to static media. Freeze-frames and physical folding mechanisms in print can directly mirror digital movement patterns.
Watch from 24:34
Read edited transcript highlights
These concise notes were edited from automatic captions and checked against the talk structure. They are not a verbatim transcript.
The Caiman Analogy and Audience Expectations
During a visit to the Warsaw Zoo, the speaker observed a completely motionless caiman. Despite waiting several minutes for some sign of life, it was only when another child shouted that the crowd reacted, prompting the mother to say, 'If it moves, it's alive.' This perfectly mirrors how modern consumers interact with their smartphones. We tap on screens expecting immediate, dynamic feedback. If a brand's digital presence remains entirely static, it loses its vitality and fails to connect with an audience that inherently associates movement with life.
Watch from 0:43The Power of Motion Archetypes
Human culture is rich with deeply rooted movement patterns that carry immediate, instinctual meaning. For instance, the slithering motion of a snake instantly signals danger and demands our attention, while the circular orbit of planets represents cycles, predictability, and the passage of time. Even everyday actions, like opening a drawer or turning the pages of a book, are motion systems we recognize instantly. By tapping into these universal archetypes, brands can communicate complex narratives and values in a fraction of a second without relying on written copy or voiceovers.
Watch from 4:31Why UI Designers Must Embrace Motion
In modern digital product design, motion is not a decorative luxury but a functional necessity. Every user interface designer must also be a motion designer because movement is the primary tool for explaining transitions between different states. When a user clicks a button and the screen shifts, a carefully calibrated animation shows them exactly where they came from and where they are going. By mimicking physical behaviors, like sliding open an archive drawer to reveal nested files, motion establishes clear spatial hierarchies and prevents user disorientation.
Watch from 13:22Designing the Nowe Soho Visual System
When tasked with creating a branding system for Nowe Soho, a luxury residential development in the brutalist, blocky landscape of Lodz, the goal was to merge art with architecture. The creative process involved experimenting with 3D cubes, isometric projections, and optical illusions that challenge the viewer's perception of depth. By playing with the tension between two-dimensional and three-dimensional space, the resulting motion system constantly surprises the viewer. Although the client ultimately found the concept too bold to purchase at the time, it stands as a testament to how motion can define a brand's physical and digital identity.
Watch from 17:02The Munch Museum's Cohesive Motion Identity
The branding for Norway's oldest museum, the Munch Museum, serves as a masterclass in cohesive motion design. The system is built around the physical archetype of opening a vault or sliding open heavy archive doors to reveal cultural treasures. This concept is directly translated into a dynamic logo that slides apart to frame content. Crucially, this motion-first identity translates perfectly to static print media; posters capture the energy of the sliding frames, and physical brochures are designed to unfold in the exact same manner, proving that a great motion system remains highly effective even on paper.
Watch from 22:31
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