Who this is for: Motion producers writing precise creative and educational briefs.
What to prepare
- One approved motif and final composition
- Two intended brand attributes
- Fixed copy, palette and comparison duration
Copyable creative brief
An authored planning example. Replace illustrative details with your approved product facts and assets.
Create a 30-second paired motion study using the same MOTIF, PATH and FINAL_LAYOUT in both treatments. Keep copy, color, object scale and camera fixed. Label the alternatives TONE_A and TONE_B as creative proposals, not measured audience outcomes. Change only the approved motion properties: TIMING, OVERSHOOT and SETTLING. Show treatment A alone, then treatment B with an equal inspection interval, then a final comparison reference. For A, state the exact behavioral rule and its intended impression. For B, state what changes and what remains identical. Both versions must finish on the same readable resting composition. Do not add music to only one treatment or alter the background to make it seem more attractive. Provide a decision sheet asking which treatment matches the supplied brand attributes and where either behavior harms readability. Include a restrained option when overshoot or large movement is unnecessary. If multiple variables make the comparison inconclusive, propose a second pass changing only one property.
Make it your own
- MOTIF and PATH
- Use one shape family and identical geometric route.
- TONE_A and TONE_B
- Name the intended impressions and observable behaviors.
- TIMING, OVERSHOOT and SETTLING
- Specify each treatment's timing intervals, overshoot distance or amount, and settling behavior while keeping the geometric path, total inspection conditions and final layout fixed.
- FINAL_LAYOUT
- Lock the same endpoint and reading hold for both versions.
Fill the paired study
An illustrative square can arrive once with a direct deceleration and once with a small overshoot followed by a single settle. Label the proposals “Composed” and “Playful” only as this brief's intended tones. Do not claim that all viewers interpret the behaviors that way.
Adapt the experiment
If the team disagrees about tone, compare just the amount of overshoot while keeping duration fixed. For a reading-heavy identity, test the same movement on a short heading and a reference note; a behavior that suits a symbol may not suit dense text.
Correct a biased comparison
If one treatment has brighter color or louder audio, equalize those variables. If B receives a longer final hold, match the inspection time. If the moving object is a technical measurement marker, question whether playful settling introduces a misleading sense of uncertainty.
Review checklist
- Shape, path and layout remain constant.
- Changed motion properties are named.
- Both treatments receive equal inspection conditions.
- Tone labels describe proposals rather than proven audience responses.