What exactly is Motion Graphics? 2021
Cisco reports that 82% of all internet traffic in 2022 will be video views. It is safe to assume that most of them will be content-marketing videos. These videos are intended to inspire people and get them to take action. It's also safe to assume many of these videos are motion graphic videos.
So why is "motion graphic" and video sometimes used in the same way? How do you determine which type of motion graphic video is best for your needs? How do you engage your audience? And what can you do to make it a success? We know that you have lots of questions. So let's get down to business. This is the complete guide for learning and understanding motion graphics and videos, no matter if you're a marketer.
Here's what you'll find:
1. What are motion graphics?
2. What is the difference between animation and motion graphics?
3. How should a brand use motion graphics video?
1. What are motion graphics?
Motion graphics are animated graphic designs. These are animated or digital footage that gives the illusion of movement. For multimedia projects, graphic designers often combine them with audio. This motion graphic video shows the title sequence for a movie called Big Fish.
Do you want to create animated characters that bring a fairy tale to life for children? It's not motion graphics. It's an entirely different type of animation.
There are many types of content that can engage people. However, motion graphic videos are especially suited to helping brands tell stories. Here are some qualities that make it so great for brand building and storytelling:
A. Motion graphic video can be used to make a point or drive an idea.
Motion graphic videos often include animated text. explainer videos can include mood-setting music, voiceovers, animated shapes, and other animations. These videos are able to drive a particular action or emphasize a point by appealing to human emotions. The School of Life's video on the human need for connection is an interesting example of motion graphics.
B. Motion graphics make content easier to understand:
Motion graphic videos can be used to explain any concept, from graphs to timelines and bar charts to abstract, intangible ideas. Many explainer videos end in motion graphic videos. Check out this video by Vox explaining how the COVID-19 vaccination was produced.
C. Motion graphic videos need little viewer participation:
Motion graphic videos tend to be short. The motion graphics and animated videos can be viewed in a relaxed manner so viewers can quickly learn or understand what they are watching. This 3-minute explanation video on Bitcoin is an example.
D. Motion graphic videos can be easily repurposed:
Motion graphics videos can be cut into smaller pieces just like other videos. One video can be used as a promotional cut for Facebook, Instagram, and Twitter. The School of Life shared a highlight of their "How To Find Fulfilling work?" documentary as an IGTV video. You can view the whole motion graphic software video here.
What is the difference between animation and motion graphics? Let's look at this next.
2. What is the difference between animation and motion graphics?
Motion graphics are, as we have already explained, the process of animating graphs, infographics, or web designs. You can see this GIF that shows motion graphics elements representing London. Motion graphics are used to put text, abstract objects, and other graphic elements into motion.
GIF containing motion graphic elements denoting London's city
Animation as an art form is, however, more focused on cinematic effects than storytelling techniques. You can see this video about Leonardo da Vinci’s Mona Lisa. Although animated, this video doesn't use motion graphics.
Motion graphics animation is used to illustrate a point in a video. If your video is more Pixar-like, taking the character on an emotional trip, it falls under animation.
3. How should a brand use motion graphics video?
Let's take a look at what your brand could do with a motion video.
Motion graphics can be used to highlight or emphasize facts and illustrate a point.
Motion graphics are used for stories that don't require complex storytelling or a narrative.
Motion graphic videos can be used to break down and present your products or services in a compelling way.
Motion graphics are at the core visual aids of motion graphics, which is why they excel at communicating complex ideas using visuals.
You can use other types of animation to bring out the emotions of your story, to create complex stories, or to connect with your audience on an emotional level. In such cases, animation effects can be added to motion graphic elements.
Check out this animated story about Carl Sagan's famous address when he returned from space. It is The Pale Blue Dot.
Notice how they used motion graphics with Carl Sagan's voiceover to illustrate their speech. The background music adds depth. However, the video is devoid of any other type of animation.
Our world is full of movement. Even in still moments leaves tremble, and lungs expand. Motion is second nature in digital product design. This allows for every day to be extended with little effort. That would be amazing if it were true.
Ask anyone who's animated UI elements the first time. It takes hours to produce amateur results. Simple tasks such as sliding a card onto the screen look awkward. Why?
The idea of making UI elements work is simple. You can define points along a predetermined route and software will fill in the gaps. However, this is not how it works in practice. Although tools and techniques can be useful, their power is derived from principles. The goal of improving the usability of digital goods must be based upon unchanging rules that can be applied to an infinite variety of uses.
Motion Design's Origins
While the combination of UX design and motion design is relatively recent, it has its roots in Disney. Frank Thomas and Ollie Johnson were among Walt Disney’s most valued animators. Their contributions to classics such as Pinnochio, Bambi, and Fantasia are key. Their 12 Basic Principles of Animation continue to be influential in motion graphics, film, and television as well as digital content.
The Disney principles define the basic laws of physical motion to create animated stories. These principles enable drawn characters to move and emote but don't address the interactive motion needs for modern user interfaces.
This gap has been attempted by contemporary designers. One of the best examples of this is the 10 Principles of Motion Design. This Disney adaptation was created by Jorge R. Canedo Estrada, the animation expert. However, these takeaways require translation if they are going to be applied holistically in digital product design.
Motion graphics principles
Issara Wilenskomer's UX In Motion Manifesto is the most ambitious attempt at reorienting motion principles around interactive UI components (and their UX importance). The depth of the document is amazing, but it is not easy to read.
Willenskomer established the 12 Principles of UX Motion.
Distinguish between UI animation and motion design
Explains how motion can aid usability
Explore the inner workings and core motion behaviors
VMG Studios, a hybrid video production, and marketing agency are known for its animation and motion graphic expertise. We are big advocates of animation if we have ever worked with you (or even if not, you've seen some of our articles).
Animation is visually appealing, easy to update, and does not require any on-camera talent. This makes it an efficient solution for clients who want videos with longevity.
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