Thematic Display II: Design and Animation – Quick Facts
專題展覽：設計與動畫 — 小知識

What is Design?
甚麼是設計？

Design is everywhere. In our everyday lives, design shapes our experiences, guides our choices, and even impacts our emotions. Think about the sports shoes you wear, the tumbler you carry, or even the apps you use. Good design seamlessly integrates into our lives, often going unnoticed.
Beyond their functionality and visual appeal, designed objects play a crucial role in cultural identity. They express, mirror, and actively shape societal norms and values, influencing how we connect with the world around us.
設計無處不在。在日常生活中，設計塑造經驗、引導選擇，甚至影響我們的情緒。想想你穿的運動鞋、隨身帶著的保溫杯，還有使用的應用程式。優秀的設計不著痕跡地融入我們的生活。除了功能和視覺美感外，設計品在文化認同上同樣扮演關鍵的角色。它們在表達、反映與建立社會規範和價值觀具積極的作用，影響我們與世界周圍的聯繫。

To adapt to the new challenges facing the world, “design is expanding its disciplinary, conceptual, theoretical, and methodological frameworks to encompass ever-wider disciplines, activities and practice.” (Rogers and Bremner, 2017)¹ The boundaries of traditional design disciplines such as product, graphic and fashion are dissolving. With effect from 1 May 2025, under the new European Union Design Regulation (EUDR) of the European Union Intellectual Property Office, the definition of a “design” has been broadened to include animation.² Modern design pursuits become increasingly interdisciplinary and are backed by other areas of expertise such as fine arts, computer science, engineering and business.
為應對世界所面臨的新挑戰，如學者Rogers 與 Bremner¹提到「設計正在擴闊在學科、概念、理論和方法理論的框架，以涵蓋更廣泛的學科領域、活動和實踐」。傳統設計學科如產品、平面與時裝設計的界線正在消融。這股趨勢也反映在法律規範上。自 2025 年 5 月 1 日起，歐盟知識產權局新的《歐盟外觀設計條例》已將「外觀設計」的定義擴大並將動畫納入其中²。現代設計既日益追求跨領域融合，致力於藝術、電腦科學、工程與商業等多項專業的協作。

The Connection between Design and Animation
設計與動畫的聯繫

Graphic design remains a core branch of design. It is a broad field covering both static and moving visuals, and is also a means of creating those works. In common use, graphic design typically refers to visual composition tools that animators use to create backgrounds, characters, and various visual elements. No animation can save a poorly done design.
平面設計仍然是設計的核心。它的領域廣闊，既包含靜態影像和動態影片，同時也是創作的一種手段。在實際應用中，平面設計為動畫師提供了視覺構圖工具，用以打造背景、角色與各類視覺元素。再優秀的動畫也不能挽救差劣的設計。

Animation in graphic design is about more than just making things move. It is about enhancing meaning, creating emotion, and improving the way we connect with audiences in a digital-first world.
動畫在平面設計中的角色，不只是讓圖像動起來，更在於深化訊息含義、創造情感，並在數位為先的世代下，促進與受眾之間的聯繫。

Differences between Graphic Design and Animation
平面設計與動畫的差異

Aspect 範疇	Graphic Design 平面設計	Animation 動畫
Output 成品	Static visuals 靜態影像	Moving visuals 動態影片
Purpose 目的	Communicate messages, guide user behavior, build brand identity 傳達訊息、引導用家、建立品牌形象	Tell stories, evoke emotions, bring scenes and characters to life 敘述故事、喚起情感、賦予場景和角色生命
Mindset 思維模式	Balance, clarity, structure, branding 平衡、清晰、結構、品牌建立	Timing, movement, emotion, visual storytelling 時間節奏、動態、情感、視覺敘事
Medium 媒介	Logos, posters, packaging, websites, digital ads 標誌、海報、包裝、網站、數位廣告	Videos, movies, games, interactive media 影片、電影、遊戲、互動媒體
Process 製作過程	Works with color, layout, typography 配色、版面配置、字體排版	Timing, movement, sequencing 時間節奏、動作、序列
Industries 產業	Advertising, publishing, tech, marketing, UI/UX 廣告、出版、科技、行銷、使用者介面/使用者體驗	Film, TV, gaming, ed-tech, advertising, OTT platforms 電影、電視、電子遊戲、教育科技、廣告、串流平台

In short, graphic design is more structured and focused on delivering a message, whereas animation emphasizes storytelling and motion.
簡言之，平面設計更著重結構和訊息的傳遞，而動畫則以敘事和動作為核心。

Examples: Education resources of AFCD - Hiking Etiquette
例子︰漁農自然護理署教育資源 – 行山有道

Graphic Design 平面設計³	Animation 動畫短片⁴

A Brief History of Animation
動畫簡史

Index

Year	3000 B.C.⁵	c.1490⁶	1650⁷	1824⁸	1832⁹	1834¹⁰	1868¹¹	1877¹²	1906¹³	1908¹⁴	1917¹⁵
Milestone	¹⁶	¹⁷	¹⁸	¹⁹	²⁰	²¹	²²	²³	²⁴	²⁵	凸坊新畫帖芋助猪狩の巻
Year	1919²⁶	1928²⁷	1937²⁸	1950²⁹	1960³⁰	1963³¹	1984³²	1995³³	2004³⁴	2009³⁵	2012³⁶
Milestone		³⁷ 汽船威利號	³⁸ 雪姑七友	³⁹ 十字軍兔	⁴⁰ The Flintstones 聰明笨伯	⁴¹ 阿童木	⁴² The Adventures of Andre & Wally-B 安德魯和威利的冒險.	⁴³ Toy Story 反斗奇兵	⁴⁴ The Polar Express 北極快車	⁴⁵ Monsters Vs. Aliens 天煞撞正怪怪獸	⁴⁶ ParaNorman 怪誕小學雞

Quick Facts about Design and Animation
設計與動畫小知識

The term “Graphic Design” was first used in the 1917-1918 course catalogue of Graphic Design and Lettering in the California School of Arts and Crafts.⁴⁷ W.A. Dwiggins, an American typographer, calligrapher and book designer, used the term in his essay in 1922, further popularizing it for organizing visuals in print.⁴⁸
「平面設計」一詞最早用於1917-1918年加州工藝美術學校「平面設計與字體設計」的課程目錄⁴⁷。美國字體排印師、書法家兼書籍設計師W.A. Dwiggins於1922年在他的一篇文章中運用此詞，進一步推廣它在印刷品中組織視覺效果的應用⁴⁸。

Graphic design is an ancient craft, dating back past Egyptian hieroglyphs to at least 17,000-year-old cave paintings.⁴⁹ Thus, Egyptians are often cited as the pioneers of logo design. They marked their ownership of domestic animals by branding them with hieroglyphs.⁵⁰ They also introduced grids to ensure proportions in their designs, a practice that established the foundation for structured logo creation.⁵¹
平面設計是一項古老的工藝，其歷史可追溯至埃及的象形文字之前，至少到17,000年前的洞穴壁畫⁴⁹。因此，埃及人常被視為標誌設計的先驅。他們會給家畜烙印象形文字以標示擁有權⁵⁰。他們還引入網格以確保設計時的比例，此做法奠定了結構化標誌創作的基礎⁵¹。

Flowers and Trees produced by Walt Disney - The first Academy Award for Best Short Subject (Cartoon) (1932)
迪士尼工作室製作的《花與樹》- 首屆奧斯卡「最佳卡通短片」(1932)

Shrek - The first Academy Award for Best Animated Feature Film (2002)
《史力加》- 首屆奧斯卡「最佳動畫片」(2002)

千と千尋の神隠し (Spirited Away) - Academy Award for Best Animated Feature Film (2003, the second year of the category’s existence)
《千與千尋》- 第二屆奧斯卡「最佳動畫片」(2003)

Cars - The first Golden Globes Best Animated Feature Film (2007)
《反斗車王》- 首屆金球獎「最佳動畫長片」(2007)

Frame rate (FPS = Frames per second) refers to the number of individual images or frames that are displayed in one second of animation or video. “The human visual system can process 10 to 12 images per second and perceive them individually, while higher rates are perceived as motion.”⁵² Common frame rates and their uses⁵³:
影格速率（又稱「幀率」 = 每秒的影像或影格數）意指動畫或影片中一秒鐘內顯示的圖像或影格的數目。人類的視覺系統每秒鐘能處理10至12幅圖像，並能分辨個別影像。當影格速率愈高，影像則會被感知為連貫的動態影像⁵²。常見的影格速率及應用⁵³︰

Frame rate 影格速率
Usages 應用	cinematic standard 普遍電影標準	TV, web, and online content 電視節目和網路影片	interactive media, such as video games, VR experiences, and sports broadcasts 互動媒體，例如電玩遊戲、虛擬實境體驗和體育賽事直播
Moving pictures 動態畫面	provides a natural, immersive motion experience 提供自然逼真和沉浸式的動態體驗	offer slightly smoother motion than 24 fps 提供比24影格速率稍微流暢的動態效果	ensure ultra-smooth, lifelike motion 確保極度流暢、逼真的動作畫面

Fun Facts about Design and Animation
設計與動畫冷知識

⁵⁴ ⁵⁵	Pink, as a lighter version of powerful red, was historically a masculine color. Leatrice Eiseman, the executive director of the Pantone Color Institute, said “In old catalogs and books, pink was the color for little boys.”⁵⁶ Blue, by contrast, was seen as delicate for girls. In art history, Baby Jesus was often depicted in pink, while the Virgin Mary typically wore blue.⁵⁷ 粉紅色作為強大力量的紅色的溫和版，在歷史上曾是男性專屬的顏色。彩通色彩研究所執行董事Leatrice Elseman表示︰「在舊時的目錄和書籍裡，粉紅色是小男孩的顏色。」⁵⁶相比之下，藍色則被視為女孩柔美的顏色。在藝術史上，嬰孩耶穌經常被描繪為身穿粉紅衣，而聖母瑪利亞則通常穿著藍色⁵⁷。
	Walt Disney received an honorary Academy Award® for Snow White and the Seven Dwarfs (1939), consisting of one statuette and seven miniature statuettes. 華特迪士尼於1939年憑藉《雪姑七友》獲奧斯卡榮譽獎，獎座是一個標準小金人和七個迷你小金人。
	Bart Simpson (The Simpsons) was the only fictional character in TIME magazine's list of the “100 Most Important People of the 20th Century”, alongside the likes of Albert Einstein, Mahatma Gandhi and The Beatles!⁵⁸ 巴特．辛普森(阿森一族)是《時代》雜誌評選的「20世紀最重要100位人物」中唯一一位虛構人物，與艾爾伯特‧愛因斯坦、聖雄甘地和披頭四樂隊並肩入選！⁵⁸
	Older Master Cute (or Coloured Older Master Q) is the first animated adaptation of Alfonso Wong's Older Master Q manhua series, and Hong Kong’s first feature-length animated film. It won the Best Animated Feature award at the 18th Golden Horse Awards (1981).⁵⁹ 《七彩卡通老夫子》，為王家禧（Alfonso Wong，筆名王澤）的《老夫子》漫畫系列首部動畫改編作品，也是香港首部長篇卡通電影，於1981年榮獲金馬獎「最佳卡通片」獎⁵⁹。