ข
บทคั
ดย่
อ (ภาษาอั
งกฤษ)
Various non-profit environmental organizations that represent the interest of the general public
have been utilizing a new communication tool calledmotion infographic to help communicate
solution to the increasingly complex world. Motion infographic is a combination of infographic, a
type of graphic design that aids the understanding of complex information, andmotion graphic,
an animation with animated graphical elements such as text, shape and form. Therefore,
motion infographic both visually communicate complex information with attractive quality and
can be distributed freely through social media. This research combines case study, expert
interview, and practice-led research. The researcher first defined complex problems facing
society, then examined existing works in the form of case study research and conducted
unstructured interviews with three design experts working in the field. After that, the researcher
constructed a motion infographic design process from the result of the experts’ interview, the
researcher’s own assumption as a designer, and the data from the literature review. In order to
identify motion infographic design process that communicates complex problems, the
researcher conducted practice-led research by assuming the role of a designer working with
subject-matter experts and utilized the motion infographic design process. He later on worked
on a project explaining Greenpeace’s alternative energy plan called Energy Revolution. Based
on the result and the analysis of the research, the researcher concluded that designers must
not rely solely on subject-matter experts to provide the information. Only designers can make
design decisions that will enhance the understandability of the message, therefore, they must
perform research not just on the marketing, audience, and design, but also on the specific
subject of the project. The researcher called this research project specific context research, and
it must take place throughout various steps of motion infographic design process.
