What are the characteristics of animation design?

Animation design belongs to the CG (ComputerGraphics abbreviation) industry part, mainly through the cartoon, animation combined with the form of storyline, to plane two-dimensional, three-dimensional animation, animation effects and other related means of expression, the formation of a unique visual art creation mode.

Animation design is through the concept of modern art and modern art ability to practice the professional learning, cultivate students' artistic sense of aesthetics, rational thinking and creative identification and appreciation ability; can use three-dimensional animation software tools for three-dimensional film and television animation art work creation, can independently complete the animation design, animation editing, animation creation and other creative tasks. Cultivate high-quality, professional skills in the field of film and television animation talents.

The animation industry has the following three major characteristics: first, high investment, high profit and high risk. As a kind of capital-intensive industry, its preliminary animation image creativity and shaping input demand, the development of these industry chain source industry affects the market share, good creativity and animation image shaping with artistic infectious force and sustained impact, can lock the consumer eyeballs and get high profits; on the contrary, it will lose the market, the preliminary investment in the loss of a basket, constituting a huge business risk. Secondly, the combination of science and technology is close, the demand for talent is high.

Animation (Animation&Comic) is the product of network and digital technology development, the creation of animation works need more technical support, and at the same time, for both the art of understanding and technology of the demand for a large number of integrated talents, in addition to the creation of the early and technical talents, but also need the later production and sales of derivative products in the marketing planning talent and other related industries. Thirdly, there are many derivative products and the marketing cycle is long. There are a lot of derivative products in the animation industry, which makes the marketing cycle of the whole industrial chain lengthen in order to get rich profits.

Taking comics and animation as the form of expression, as a branch of plastic arts, animation has been loved by people all over the world. From Disney's early "Mickey Mouse and Donald Duck", adapted from Shakespeare's famous play "The Lion King" to the popular world of Pixar's "Paper Man", "Toy Story", from the rich Japanese cultural colors of the "Sacred Warriors" to the global audience of the *** appreciation of the "Thousand and Thousand Searches, from the sixties hand-drawn animation of the classics of the "Daredevil" to the fusion of a large number of special effects of the computer "Pauline Lamp", these From the 1960s hand-drawn animation classic "Pandemonium" to "Pauline Lamp" with a lot of computer special effects, these vivid, lively and distinctive animation images have gained great success in various periods and regions with their unique artistic charms.

In recent years, with the increasing diversification of popular arts and entertainment and the continuous innovation of digital special effects technology, animation culture has begun to make a new boom and leap, with the emergence of flash animation, 3D animation, holographic animation and other new forms of animation, which have become the mainstream cultural forms in different countries and regions. The animation industry represented by comics, cartoons, animation, games and multimedia content products has rapidly increased its status in the global economy and gradually become a pillar industry after the software industry. Until 2013, it has become an important pillar industry in many developed countries. In the 21st century, animation industry will surely become one of the leading industries guiding the overall development of the world knowledge economy.

1. Purchase of national animation copyright. The Japanese government is a typical example. The Ministry of Foreign Affairs of Japan utilizes the 2.4 billion yen "cultural gratuitous aid" funds in the "government development assistance" to buy the broadcasting rights of animation films from animation producers and provides these purchased animation films to television stations in developing countries free of charge, so that developing countries which cannot spend huge sums of money to buy broadcasting rights will not have to pay for the broadcasting rights. This enables developing countries, which cannot afford to spend large sums of money on broadcasting rights, to broadcast Japanese anime movies. However, for these developing countries, this "free lunch" is only temporary, and when they become dependent on Japanese anime products, this marketing strategy will be gradually implemented from free to low price to normal price.

2. Protection of intellectual property rights. Copyright, image rights and other intellectual property rights are the core competitiveness of the animation industry. Only by giving strict legal protection to the creative achievements, can we establish the benefit return mechanism and fundamentally maintain the normal operation of the animation industry.

3. Promulgate revised laws and regulations. While the legal provisions clarify the industrial nature of the animation industry and provide a strong legal guarantee for its healthy development, they also regulate and constrain certain problems that are likely to arise in the operation of its industry.

4. Industrial counseling. Some overseas countries conduct industrial counseling for animation enterprises through official or semi-official organizations. In South Korea, the Cultural Content Promotion Institute, Bucheon Cartoon Information Center, Seoul Animation Center, Korea Game Industry Development Institute and other institutions are on the cartoon enterprises from creativity, production to distribution, sales of a one-stop industrial counseling.

5. Establishment of industrial information service system. Under the background of globalization, massive and timely industrial information is the necessary condition for animation enterprises to be one step ahead of others, and the establishment of industrial information service system can consolidate the industrial advantages and continuously promote the development of the industry.

6. Strengthen the infrastructure construction. Overseas governments pay much attention to the construction of infrastructure for animation industry. The Korean government has invested a lot of money in the establishment of cartoon museums and Korean animation film studios; in order to provide a good hardware environment for the game industry, the Korean government has spared no effort in the construction of the network.

7, build incubation and exchange and cooperation platform. Under the background of market economy, it is the government's top priority to provide animation enterprises with space for development and growth, and to help them improve their survival rate and market competitiveness. For this reason, it is necessary for the government to set up an industrial incubation platform for the newborn animation enterprises. Animation enterprises are "incubated" out of the need to "weather the storm, see the world", in the practice of growth, which requires the government for them to build a platform for exchanges and cooperation.

8, the establishment of research and training institutions. The animation industry is a new industry for most countries, and the government and the industry generally lack a comprehensive understanding of this industry, especially the specific operation mode of industrial operation, they are still in the stage of learning and groping. In order to minimize the detour, some countries have set up corresponding research institutes to validate the decision-making of the government and the industry and to provide them with scientific and systematic references.

9, the implementation of preferential tax policies for the animation industry. For animation enterprises for the development of animation products to provide animation script compilation, animation training, image design, background design, animation design, split-screen, animation production, filming, tracing, coloring, picture synthesis, dubbing, soundtrack, sound synthesis, editing, subtitle production, compression and transcoding (for the network of animation, cell phone animation format adaption) labor, the rate of its preferential policies

Chinese animation industry From the 1920s to the 21st century also had a glorious page of history, but unfortunately are not in the form of an industrial development in front of us, the development of China's animation can be traced back to the 1920s of the last century, until now there has been a period of time.

Since 2000, after breaking the planned economic system after several years of pain, China's market mechanism is slowly active, China's animation gradually appeared gratifying ecology, China's animation finally ushered in the development of the spring, first of all, with the further rise of China's economy, reform and opening up of the degree of deepening, some of the original ideological concepts have been one by one to break down, which makes China's animation in the creation of a more lenient environment. There is a more relaxed creative environment and market operation space, which promotes the rapid development of the whole domestic animation industry.

With the further deepening of the domestic reform and opening up, the economic development to a certain level, the urgent need for industrial upgrading, change the original mode of economic growth, so the state in the process of development policy is also slowly tilted to some cultural and other emerging industries, to a large extent, also promotes the development of China's domestic animation, and secondly, with the further opening of China's market, and the exchange with foreign countries to further strengthen, some old-fashioned concepts and ideas. Further strengthened, some old-fashioned concepts have also been updated to a large extent, so that the shadow of the entire animation industry is blurred to appear, and gradually clear up.

China has a broad animation market, the development of animation industry development plan is in full swing, have to create their own "animation capital". Beijing began to focus on creating an international first-class animation industry center; Shanghai, Guangzhou, Fuzhou has initially formed to network games, animation, mobile games, stand-alone games and game-related industry chain. All of this has directly led to the uptake of the domestic animation market.

Corresponding to the prosperity of the industry in the digital sense is the activity of animation festivals, animation exhibitions, and animation tournaments with numerous names in 2007. Almost every month there will be held, the location in addition to Hangzhou, Guangzhou, Shanghai, Hong Kong, Beijing, the development of the animation industry in the early cities, Hefei, Wuhan, Ningbo, such as the animation industry, emerging cities are also gradually joined. The content of the exhibition, but also pay more attention to the quality and content, is no longer "COSPLAY + peripheral merchandise sales" of the simple collection, from the breadth and depth of both sides have reached a peak.

The animation product itself has a huge market space, and the animation product derivatives market space is even bigger. China's annual sales of children's food is about RMB 35 billion yuan, the annual sales of toys is about RMB 20 billion yuan, the annual sales of children's clothing reaches more than 90 billion yuan, children's audio-visual products and all kinds of children's publications reaches RMB 10 billion yuan per year....... To a certain extent, these industries To a certain extent, the future development and marketing of these industries depend on the driving force of the new industry of animation, and so on, China's animation industry will have a huge space for development with an output value of more than one hundred billion yuan.

The financial crisis that swept across the world in 2008 has affected all walks of life, and China's animation industry, which is in its growth period, has also been affected. In the domestic original animation industry by the constraints of capital, outsourcing processing business orders fell, the crisis, which forced China's animation industry began to appear turbulent, and even face the reshuffle of the situation, however, in the midst of this danger is also implied opportunities. The government will focus on supporting leading enterprises, doing a good job in the planning of the animation industry and the construction of animation platforms, carrying out original fostering, and doing a good job in the training of professional high-end talents who understand originality and marketing, and further promoting international exchanges and purifying the market environment.

At the end of 2009, the Ministry of Culture successively issued "Several Opinions on Supporting the Development of China's Animation Industry" and "Original Animation Support Program of the Ministry of Culture (2009)"; and the Ministry of Finance and the State Administration of Taxation issued "Notice on Supporting Relevant Taxation Policies for the Animation Industry", announcing a series of preferential tax policies. The state also specially set up the "Special Fund for the Development of Children's Fine Arts and Special Fund for the Development of Domestic Animation", and the State Council promulgated the "Revitalization Plan for Cultural Industry" in September 2009, which listed the animation industry as one of the key cultural industries for development for the first time. China's animation industry has ushered in an unprecedented development opportunity.