This blog post will teach you the value and inventiveness of creative motion graphics and how any organization can utilize the medium in its video marketing strategy due to its versatility.
What do we mean by motion graphics?
Again, we define something that simply does what it says on the tin: Motion Graphics means Graphics in Movement.
Motion graphics are essentially animated graphic designs or infographics, with text functioning as a main component. Moving visual elements over time creates the illusion of motion, taking a graphic design that would otherwise be static and injecting movement into it.
As opposed to other animation fields, there isn’t a pre-defined or “natural” way of animating objects when it comes to motion graphics. For example, in traditional cel animation (such as in classical Disney movies), it is essential to use natural references to animate realistic human characters or animals.
In contrast, there is more creative scope with how shapes, typography, and characters move when it comes to Motion Design. Because of this, motion designers study a variety of movements, acceleration, and speeds for inspiration. By combining all those factors, designers can bring design elements to life in a more humanized way, allowing viewers to connect.
Motion graphics versus animation
The terms are often used interchangeably since the distinctions are not always clear-cut.
Suppose you have already looked into the potential of motion graphics to fit into your marketing strategy. In that case, you may be wondering: is there a difference between animation and motion graphics?
The answer is: yes, there is.
Motion graphics are a type of animation. While motion graphics describes moving or animated graphic design, the animation is an umbrella term for many moving imagery fields, including everything from 2D cartoons to stop motion. Motion graphics focus on giving movement to graphic design elements, opposed to animating in line with a narrative, tending to have less of a concrete storytelling aspect than other forms of animation.
In the beginning…..
The history of motion graphics can be traced back to the golden age of cinema. The medium created a brand new form of setting the mood for viewers, building suspense and excitement, and introducing technical information about the movie, such as the production company, film director, and cast lists, among other details.
Saul Bass was a prominent designer and one of the first to develop animated graphics for moving pictures. An early example of motion graphics in Bass’ work can be found in Alfred Hitchcock’s Psycho, where the opening credits blend sound, motion, and graphic design flawlessly to create a sense of suspense from the get-go.
Motion graphics are subtly brilliant in their ability to connect viewers with the story. As we have discussed before, catchy music and riveting copy are a match made in heaven when it comes to conveying a message.
Having typography appear on-screen encourages a dual commitment of attention from the viewer since they are expected to read to follow the action.
Why use motion graphics
Motion Design is used to introduce information with bumpers, lower-thirds, and other means on television, such as at the opening of TV shows and as the video brand of the channel. It’s also built into the projection screen on the news and in their virtual backgrounds. TV has been using motion since the early days, and it has become an integral part of its identity, helping to make a channel or show memorable.
In the early years, cast names appeared almost static until Motion Graphics saw opening sequences striving to do more than just present names one after the other. Nowadays, credits serve to establish the story, build the mood of the film or series, and create a deeper connection with the viewer that will last as they watch into the episode.
Take the epic HBO Game of Thrones opening sequence, for example.
Through all of the drama of each eight seasons, there remains one constant: the show’s iconic opening credits. Coupled with Ramin Djawadi‘s thrilling theme song, the detailed animation of the show’s key locations is the framework from which our core understanding of this fictional world has emerged. The very structure of Game of Thrones would be entirely different if those credits didn’t exist. Every detail is simply a delight to the viewer, reflecting the ever-expanding world of Game of Thrones.
That’s why motion design is so essential in TV & film. It works directly with the perception the audience has of their brand or movie piece. Of course, it all depends on the quality of the show/movie in the long term. But, building this connection beforehand helps create better experiences and avid fans. — Which fan doesn’t get excited when seeing those texts rising into infinite space at the beginning of Star Wars?
The visual style of motion graphics appeals to a wide range of viewers. While forms such as 2D cartoons may come across as too immature in a corporate space, motion graphics can seamlessly couple fun with sophistication so that the topic at hand is exposed more maturely.
Any industry can benefit from a motion graphics look capable of a portrayal that is both charming and refined.
Lending to their remarkable versatility, motion graphics can infuse personality and fun into any marketing campaign, regardless of the industry. Several reasons exist why digital motion graphics have gained traction: their ability to clarify ideas and visualize them in an aesthetically pleasing and easily digestible manner in the viewer’s eyes.
Motion graphics arguably are most capable of all animation styles when it comes to illustrating complex ideas visually. If your video is statistic-heavy, this animation style will be your friend since it can convert even the most monotonous data into meaningful and memorable content.
Motion graphics are the ultimate visual aids for any intricate concept.
The birthday paradox, which states that within a group of just 23 people, two people will have the same birthday with a probability greater than 50%, is beautifully outlined here. Stats can be fun – believe us!
Motion graphic trends
You can sample gradients, distinct typography, experiment with transitions and special fx. Even combine traditional 2D and live-action footage when it comes to populating your motion graphics-based content. The use of layered and Kinetic typography, for example, has become popularized in major Hollywood blockbusters.
Motion graphics have evolved and altogether transformed the way color palettes are used. Its appeal derives from the fact that it was able to take the rudimentary and cartoonish elements of animation and turn them into videos that appeal to the viewer.
A compelling motion graphic video: AE’s Top Tips
Create realistic goals
As with any animation production you may try, don’t overwhelm yourself with a task that is too difficult to complete. Always seek professional help if you are lacking technical skills throughout any part of the process.
Participate in the creative process
It is important to give your input across the animation production process as much as possible. Even if you have outsourced professional help. Remember: this is your vision!
Be open to new ideas
As much as it is important to convey your vision, let the professionals guide you.
Whether you are an active reader of our other blog posts or not, it is no secret that the internet has a huge soft spot for videos. The bottom line is this: whether you choose motion graphics or other styles of animation, videos in general yield better engagement, traffic, and conversions.
So how do you go about implementing motion graphics into your marketing strategy if you lack experience in this creative field?