What is it?
Put simply, motion design is animated graphic design.
Also called motion graphics, motion design videos feature shapes, objects, text or (static) animals or people which are set in motion.
Motion design videos are a useful tool for visualising facts and figures and converting abstract concepts into concrete ones.
Why do you need it?
Motion design helps us understand and picture things that we are not good at imagining. When you need to communicate about complex concepts, evolutions, strategies or tools, motion design helps translate them into images that are easy to understand and memorise.
They can also provide visual support to your message simply by using text and fonts in an eye-catching way that is aligned with your brand’s identity.
Not every topic can or should be treated in a fun and playful way: motion design videos are the style of choice when you need to get straight to the point and keep your communication sober and factual.
What will it look like?
Motion design videos are infographics brought to life. While they may use figurative elements such as objects and people, these will not be animated.
In most cases, such videos will animate shapes or text to visualise things such as growth statistics, organisational set-ups, company workflows, institutional structures, life cycles, work processes, and so on.
They can also be used to visualise real-life objects that cannot be shown: for example microscopically small structures, air or wind, etc.
Tips for a successful live action video:
- Stick to graphic guidelines. Motion design is a god opportunity to promote your brand’s visual identity. Using corporate fonts, colours and logos will ensure that your video helps brand recognition without the viewer even noticing it.
- Strive for clarity. I’m sure we’ve all looked at infographics that added to the confusion rather than clearing it up more than once. It’s always tempting to try and cram as much information as possible into your data visualisation, but remember your viewers will only remember what they fully understand.
- Sober does not mean boring. Motion design is not the most fancy animation style, but it can produce compelling results if used without compromising. (There’s a reason why graphic designers and hipsters alike love Helvetica.)