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(Credit: Idea Magazine 351)
"The Swiss School [also known as the International Style] arose early last century, and really it was mainly in print media, posters and advertising, book covers, stuff like that," Morris said.
"The premise behind this design movement was that if we just show the information in an authentic way, that is beautiful unto itself."
The Helvetica typeface, designed to be readable at many different sizes, came from this movement, as well as the use of text to visually communicate an information heirarchy.
(Credit: Saul Bass/MGM)
"In the olden days, we designed a series of static screens or windows, and we string them together in our user interface. We now have the ability, both in terms of the platform capabilities and also with the design tools that we have available, to start thinking much more carefully about how things move about on the page," Morris said.
"The great power of animation, of motion design, is that it leverages the way we naturally process information in the real world."