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Concepts 009


Using the Concept for Transformation

These frameworks help express the idea that a shift is taking place/could take place. The beginning and ending elements are the main parts of these frameworks. The interim pieces are morphs between the two and only there to suggest the shifting process. The frameworks show, for example, a square peg into a round hole and a yield sign into a stop sign. There are also random transformations that don't have any meaning in themselves, only what you imply.

Customizing Concept for Transformation

Adjust size

If you want to change the size/shape of the PowerFramework, be sure to group it and resize the entire group. Once resized, ungroup to proceed with other customizations.

Color variations

The main fields in these frameworks are the start field and the end field. The interim fields are there to support the illusion of transformation. The interim fields should be ghosted or watermarked. Choose a color and apply a fairly high degree of transparency to it. The start and end fields can be a bold color in your template's palette.

3D variations

Be conservative with the 3D effects with this framework. 3D will distort the concept if it is too extreme: use less than 12 points of depth. If you want to use 3D, us it on the first and last fields only.


Similar to 3D effects, use very conservative shadows on the first and last fields in the framework only.

Gradients, patterns, and pictures

Gradients work well with these frameworks, but restrict them to the first and last fields. Imported pictures into the first and last fields look particularly good (see the example). Refer to this FAQ for instruction on importing a photograph or image, as in the series example: How do I create photographs in different shapes from rectangular photographs?


Animating this framework is fun. Start with the beginning field on the computer and fade in the transition fields in order, completing with the last field. This can all be handled with one click to set it in motion. You also might want to start out with the start and finish shapes on the screen and the bring in the transition pieces to show the possibility of getting from one to the other. All good concepts to consider.

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