I keep mentioning “motion graphics” as a style used in our use cases. Such terms almost go without saying for us as a creative agency, and our motion designers are experts in this field. This term, however, is not as accessible to everyone. As a result, I’m going to be a little more specific about this type of graphic animation today, explaining what motion design is and when it’s used.
Definition of Motion Design
Motion design, also known as “motion graphics,” is concerned with moving audiovisual content that includes a variety of colors, shapes, surfaces, typography, and transitions.
Motion design has evolved into an important animation technique that is used in a variety of contexts. A brief digression at this point: Although the term “motion design” first appeared in the context of digitalization, this style has its roots in the first half of the twentieth century, specifically with “Gertie the Dinosaur.” For the first time, the viewer was taken on a visual journey through moving images, music, and text with this animated film.
Perhaps you recall the first Toy Story film, which was released in 1995. Since then, computer animation has been recognized as a distinct discipline in its own right.
But let’s get back to the important stuff: Motion design, in a nutshell, is a combination of graphic elements and animation. Simple shapes can be transformed into true storytelling with the addition of background music.
Why should you use motion graphics?
Motion graphics are useful in a variety of contexts, particularly when a topic needs to be presented in a more abstract manner, such as for a process explanation, app design, or a title sequence. Moving shapes, combined with changing colors and backgrounds, create a very dynamic effect, capturing the audience’s attention.
As a result, this type of animation is appropriate not only for training and explainer videos, but also for social media channels to bring text-based information to life.
Because it is based on icons and typography, this type of animation is also less time-consuming than character animation or frame-by-frame animation.
Motion graphics provide a positive user experience.
User experience (UX) refers to a user’s perceptions and feelings while using a specific product, most commonly in the field of digital media. Motion graphics can make a significant contribution in this area. This is due to the fact that motion design can make web page navigation easier and more predictable. Certain objects, for example, may appear only after clicking and moving the mouse pointer.
Furthermore, by moving graphic elements, complex contexts and dry concepts can be illustrated in an understandable manner.
However, with the help of motion design, even very simple elements, such as a call-to-action button, can capture the attention of the audience. Overall, motion design gives the website a dynamic and modern appearance, which improves the user experience.
Marketing Motion Design
Moving graphic elements are a great way to communicate and can thus be used effectively as part of a marketing strategy. Animated graphics, in particular, perfectly stage brand messages and individual added value, so that the potential customer is supported in the decision-making process.
Moving content is also shared up to 1200 percent more frequently on social networks than static elements. As a result, you gain a wider audience and raise brand awareness. The video doesn’t even have to be long for this. On the contrary, “snack content,” or extremely short content, is becoming increasingly popular on social networks. As a result, a simple GIF with moving graphic elements can already set you apart from the competition.
In general, users recall 95% of content delivered in the form of moving content. Text content accounts for only 10% of the total. This also implies that the incorporation of motion graphics has a long-term impact.
And you have to admit that an animated video is far more appealing than a long text.
What is the process of motion design?
When certain content is extremely well designed and carries a corresponding lightness, it often appears to a looking layman to be not particularly complex work. But, of course, it’s not that easy. There are specially trained motion designers who have made this their life’s work. Not everyone is cut out for it. A motion designer must be extremely detail-oriented and creative, as well as have a good sense of timing and a lot of patience, in addition to technical expertise. Organizational skills are also required because the work frequently relies on many other team members or is linked to many other production steps.
So… how do we now incorporate these dynamics into the graphic elements? I put this question to our Cleverclip motion designers to get a first-hand answer. Finally, here is the input:
A motion designer is usually given a static illustration, known as style frames, by a designer or illustrator. He prepares them for animation using animation software such as Adobe After Effects. Before moving on, the motion designer may have to adapt, change, or even completely recreate the design.
They then add a preliminary sound design and, if necessary, a narrator’s voice so that the individual images match the narration and the rhythm of the music. Once the rough time signature is determined, the magic – also known as the “keyframing process” – begins. As the animation progresses, each graphic element’s properties (e.g., position, scale, rotation) can change. A scene may contain hundreds of elements, all of which must be coordinated by a motion designer.
Which motion design software is best suited to your needs?
There are numerous programs available that are appropriate for people with little prior knowledge. Of course, which one you choose is entirely dependent on your needs and goals, budget, and technical knowledge.
I mentioned Adobe After Effects in the previous section. This is one of the most well-known pieces of software, particularly among professionals. There are, of course, many more programs:
Powtoon: This software includes high-quality templates with a wide range of characters. It is simple to use even if you have no prior knowledge because of the drag-and-drop function. Powtoon provides a perpetually free version, but it is not in HD quality and only includes Powtoon branding. You must upgrade to gain access to additional features.
Adobe Premiere Pro: This can be used to post-process motion graphics, giving them a more professional look.
Cinema 4D is a professional program for creating three-dimensional animations. Despite the ability to create sophisticated and enormously complex animations, the software is said to be relatively simple to use. ‘Wideo: This site specializes in creating short animated videos. This program is extremely user-friendly, making it ideal for target audiences with little prior knowledge.
Illustrations of motion design
Following a somewhat theoretical approach, I would not want to deprive you of some exciting examples that demonstrate how versatile motion design can be.
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Apple demonstrates how effective typography combined with motion graphics can be. When combined with the music, the viewer is emotionally moved and prompted to reflect. A video that will live long in the memory.
Isolutions – a new level of customer service
This internal video demonstrates that less is often more. Despite being made up of individual points and lacking color accents, the viewer is taken on an exciting visual journey.
IGAKIS – Join
Cleverclip also produced this video, which demonstrates how versatile motion design can be combined. The explainer video begins with a traditional film and then transitions into dynamic digital elements. An abstract video that is directly related to the usability of the presented product.
Monvia’s recruitment video
Motion design is also excellent for recruiting. We created this video for Monvia, a Swiss healthcare center with multiple locations. The video impresses with its dynamic and colorful use of 2D motion graphics, demonstrating how an impressive animation can be created solely with shapes, colors, and typography.
IoT Solutions on the Google Cloud
For most of us, data and IT solutions are dry and complicated. However, with the help of motion graphics, Google is able to package the product in visual storytelling and explain it in a way that even laypeople can understand.
The New York Times – Pfizer – Active and 50+
This video was used by the New York Times to illustrate a particularly important topic: pneumococcal pneumonia, or pneumonia caused by the pneumococcal bacteria. The video’s purpose was to promote a vaccine that can protect against this infection. And the New York Times succeeded: the result is a lively video that explains the complex topic in an easy-to-understand manner while also being entertainingly accessible to everyone thanks to its graphic design.
Conclusion
Strokes and shapes are far more versatile than you might think. Motion design is an enthralling new form of animation. It can not only be used in a variety of ways, but it can also make a significant contribution to user experience and have a positive impact on marketing. You want to make a motion design video? Then contact us so that we can create the appropriate animation for your request.