The diploma thesis examined the comparison between a static poster and its animated version using the example of the Sobba showroom in Ljubljana. The aim of the thesis was to investigate how the inclusion of motion affected the perception, readability and expressiveness of a poster, and whether an animated poster communicated visual information more effectively than a static one. The theoretical part addressed the poster as a static medium of visual communication, the role of motion in visual messages, the animated poster as a moving medium, and the mixed media approach as a way of combining different materials, textures and procedures into a unified visual whole. In the practical part, a static poster and its animated version were designed. The visual solution was based on the combination of the architectural motif of the Metalka building, interior photography, typography and selected material elements. Original photographs, scanned textures and the software Adobe Photoshop, Adobe InDesign and Adobe After Effects were used in the design process. In order to evaluate the effectiveness of both posters, a survey was conducted with 40 participants divided into two groups of 20. The results showed that the animated poster attracted more attention, achieved a slightly higher overall level of likeability and generated greater interest in visiting the space. The animated version also enabled a clearer recognition of the main content of the poster. On the other hand, motion did not improve the recognition of all information, since location was the least successfully perceived element in both versions, and it was recognized even less successfully in the animated poster. It was concluded that the animated poster represented an effective extension of the static poster, but only when motion was used in a deliberate, selective and content-based manner.
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