Discussing the conceptual design transition, the key focus was to figure out some way to connect two images in this animation that could incorporate a seamless transition that fit the narrative. Overall, it was a fairly easy process to come up with the design in this scenario, by utilising the similar shape of a book and an E-reader or tablet device, it became apparent to utilise this obvious structure. In a more in depth analysis of this, the decision became solidified when taking the approach of “moving forward” with technology, by closing the book it is the author’s intention to signal to the target audience (those who consume more than the average amount of books per year) that they should close the chapter on traditional paperback, and move to enjoying their hobby more responsibly and consider switching to using a digital format for the bulk of their reading habits. By choosing this decision for the transition it seems suitable to coerce and encourage the audience to transition into this new view point. This message is intended to be assisted by this transition and the cinematography of the rest of the animation itself, as a way to reinforce the direct purpose to the target audience