Minimum air time, maximum ground time.
Chipping can also be described as a glorified putt, with a lofted club.
The goal of chipping is to strike the ball solidly to your specific target (your target should be approximately 1-2 paces on the green, regardless of the length you are from the hole) and get it to roll farther than it carries in the air, (ex. a pitching wedge will have an approx. ratio of 1 part carry and 1 part roll; a 7 iron however, will have an approx. ratio of 1 part carry and 4 parts roll).
The motion is a simple one similar to putting, in that there are few moving parts.
Another similarity to putting is that we set up (address position) in an impact position.