Motion graphics is simply an animated version of graphic designing filled with creative elements, signs and symbols. Graphic images are used with a perfect blend of text and sound to convey the brand message. Motion graphics do not use live-action footage but simple graphic images. This is what makes it different from videos and animations.
Brands use motion graphics when they are trying to create a story, explain a concept or bring awareness for their audience. This is a great way of improving the brand image while giving product overviews. Motion graphics can be used in any kind of business in many different ways.
The versatility of motion graphics makes it a popular choice over simple graphics or live-action videos. Nike’s new Gumball Pack shoes are one of the perfect examples of a great motion graphics video. The fun and colourful imagery with uplifting music set the right tone for the shoes. It creates excitement for buyers around the world. Since Nike already has a huge fanbase, this new variation of marketing strategy gets all the attention it needs to keep its already existing edge.
So why are brands shifting towards motion graphics? The answer is simple, it is new! Consumers around the world are being bombarded with regular content and they have lots of choices at their fingertips. Motion graphics is a refreshing break from monotonous advertising. It also aids in giving out more information in a 90-second time frame.
Complex information can be made simple by using a motion graphics video by keeping the audience hooked until the end. The entertaining music and graphics help consumers retain that information and share it with their counterparts. In short, motion graphics are engaging, informative and leave an impact on the minds of the consumer.
Motion graphics boosts marketing efforts but for new businesses, it can get confusing. Video marketing is a new way of getting the brand message across. This is an appealing method of keeping the old and young engaged with the brand while creating customer loyalty. The best thing about motion graphics is that there are endless possibilities when it comes to executing ideas to enhance user experience.
Luckily, to keep things simple, there are few top motion graphics trends first-time users can choose from. Although there are many types, listed below are the basic ones, which can work for all kinds of businesses and their goals. Depending on the business type and the goal for the motion graphic video, multiple types can be used for creating one branding piece.
The most common type of motion graphics videos is the explainer videos. It is a simple way of educating the audience about the product or service. Company websites commonly use explainer videos when the product or service needs clarity. Innovative services and products entering the market for the first time especially need this kind of motion graphics. This helps brands better explain their product or service to potential customers.
Having to use an explainer video does not mean that there is something wrong with the product or service. The video simply helps potential consumers understand how it works. Moreover, a motion graphic video adds value to the website and keeps the visitors engaged. There is a high scope of viewers re-sharing and communicating the brands motion graphics video content with their friends and family.
Next Glass is a perfect example of a great explainer video. It shows the consumers how it works by starting with a problem and offering a solution. Additionally, the video also explains how the algorithm works.
Similar to an explainer video, an instructional video walks the audience on how to use the product or service. These kinds of videos are great for businesses that have complicated products or services. Online toy stores especially use instructional videos to teach their consumer while keeping them engaged. Using informational content with colorful graphics is bound to keep the viewers engaged.
Although businesses can traditionally use a live-action video for the purpose, a motion graphic video can take things to the next level. They are perfect for explaining complicated and comprehensive ideas in a simple way. The instructional video by Pikewood Creative about an engineer is a great example.
GIFs are the easiest and quickest type of motion graphics businesses can make. Usually, GIFs are converted from live-action videos for use on social media. Others are specially made for engagement using graphics. They are quite common today and people use them daily while communicating with their friends and family.
Giphy is the largest GIFs website with GIFs related to all possible topics and situations. GIFs are also cost-effective and save valuable time for designers. There is no additional skill set required to create GIF images. Many websites offer free creation of GIF animations.
Icons on a website can be manipulated into motion. Usually. Social media icons present on a website are animated to create an interesting user-interface. This also makes it easy for viewers to navigate through the website. This is a simple way of giving life to what is already there. The same can be done with the company logo.
A moving logo grabs the attention of the viewer by bringing out the unnoticed details hidden in the original logo. A good example is Google when it changes its logo to celebrate different occasions of the country it is being viewed from. The viewers know it is Google, but the entire logo is animated to match the occasion.
Titles on the website usually look boring. A good way to make things interesting is by making them move. A moving title is bound to attract attention. This also helps in keeping the customers engaged if a graphic video is missing a voiceover. Coca Cola’s share a coke banner on the US website is a good example of how moving titles can get the message across.
The art of storytelling is an old one. Every brand has a story to share with its audience. Using this story in a motion graphics video will keep the audience engaged and create brand loyalty. It is a perfect way of talking about the brand’s history and heritage. Through storytelling, brands can build trust and communicate its longstanding values. There are three simple steps to building a story for a motion graphic video.
The first step is conceptualizing. Creating a concept of how to get the message across using a 30-second time frame is a challenge. The good news is that the attention span of internet users nowadays is very low, so the story has to be brief. On the downside, brands need to squeeze their creative juices to make an impact.
The second step is storyboarding. This breaks down the story into smaller chunks that help the motion graphic designer to start creating the video. Each chunk is drawn into a walk cycle that comes together to create a complete story. Editing can be done at this stage and the final decision is also made here.
The third and last stage is designing. The graphic designer brings together every piece to create the storytelling video. The final motion graphic video should speak about the brand with colors that reflect the brand identity. The origin story of Lyft is a great example of brand history told through motion graphics.
Animation and motion graphics are terms that are often used interchangeably. Both have a similar outlook but there is a huge difference between the two. Businesses that are interested in creating a motion graphics video for their brand must understand the difference between animation graphics and motion graphics. The following differences can help clear the confusion between the two.
The following examples of animation video and motion graphic videos give a clear idea about the key differences.
Motion graphics provide a refreshing break from live-action or animation videos. They are short and easy to consume by the audience. As compared to longer videos that take time and energy of the consumer. The attention span of viewers has decreased considerably, which directly contradicts live-action video marketing. The following reasons can boost a business’s marketing return on investment.
The audience looks for the content they can digest quickly and move on to the next. A motion graphic video is just that – bite-sized moving data that is easy to comprehend. There is a large drop-off in viewership after the first two to three minutes of a long video. Shorter videos increase brand awareness, creates engagement and boosts conversion rates.
According to studies conducted by Facebook, 85% of users watch videos without the sound on. Ironically, 76% of Facebook ads rely on sound to get their message across. This is where a motion graphic video can play an important role.
The chances of a viewer sharing an interesting motion graphic video are much higher than a brand’s image or message. While most users use their phone to scroll through social media, a 90-second motion graphic is ideal for boosting marketing strategies.
The hybrid digital life of all consumers today is becoming increasingly repetitive. The internet is saturated with advertising that most users simply scroll away without paying much attention. Simple links to blog posts are not something every user would prefer to read. However, a short motion graphic video is something viewers would sit through until the end.
Converting simple pieces of information into a motion graphics video helps create appealing content. If the same piece of information is published as a stand-alone image, the engagement on it would be very low. Infographics converted into a video message will get more engagement for the brand than a standard bar graph. Adding the brand story to a short video will also increase brand awareness.
When businesses and agencies talk about growing content for a brand, 75% prefer video marketing strategies. Since most videos will be lost amidst cute cat and trending videos, a graphic motion video can change the game. According to a study, 91% of businesses saw growth in ROI with video marketing strategies. On the other hand, the same businesses saw a 93% increase in customer engagement and sales.
Hiring a motion graphic designer to create videos will cost a lot less than making live-action videos. Businesses can save tons of money from choosing to opt for in-house graphic video production rather than working with a production house. Motion graphics videos can be created at a low cost and produce higher ROIs. Their effectiveness in terms of customer retention and engagement is what makes this a great investment.
The price of motion graphic videos is built on variables such as, market credibility of professional designers, daily and hourly rates, level of difficulty and running time. Businesses need to plan the management of projects that include important and inspirational ideas.
First-time designers who attempt to make motion graphics video can use multiple software. Adobe after effects is usually the top choice of designers but better options are available on the internet. Adobe and its counterparts all cost money and the constant updates are not suitable for individual use. Agencies and companies mostly prefer using adobe. The two best motion graphic software that are free and ideal for individual use are mentioned below along with their features.
This software is free to use but a royalty fee is required when used for commercial products. Unreal Engine is one of the most advanced real-time 3D animation tools. This created quite the hype where designers were amazed at what they could do using this software. It is unbelievable that it is free of cost but that should not belittle its effectiveness. Constant upgrades enable designers across the world to continue creating 3D worlds. Although Unreal Engine is powerful and used in the gaming industry more, it is also a large part of film and television.
Blender is another powerful 2D and 3D animation software, which is free of cost. Again, the fact that it is free to download should not question its power. This is a complete 3D creation suite that allows designers to model, animate, render, simulate, rig, compose and track motion. Video editing is also a basic thing blender offers to its users.
Creative designers have been focusing on building additional skills over the last decade. Motion graphics is one of them and the industry has seen an increase in highly creative designers in the last few months. Since the world has been in lockdown, traditional filming is on hold opening new pathways for motion graphic designers.
To fill the gap of entertainment, designers and illustrators have been in high demand. This has resulted in bringing great artists under the limelight, 5 of whom are mentioned here.
Based in Vancouver, Canada, Barone calls himself a “frame-by-frame enthusiast”. He is a freelance animator and a creative director. He is known for his versatile designing talent of creating a tranquil moment for advertising as well as crazy motion videos. Barone has worked for music videos, TV shows and multiple social media campaigns. His recent work was in collaboration with Handsome Frank and the result was awe-inspiring.
Suen comes from Hong Kong who is a master of Asian-inspired 3D motion graphics. Being a GIF artist, illustrator and animator, her designs are a joy to behold. The colors she uses have a soothing effect on the viewers. Everyone can see her love for cats since they can commonly see her GIF images. Suen’s website name is Cargo Collection, which does justice to its name. There is a large collection of animation viewers for inspiration. She is currently living in New York and working with influential clients.
What sets Lee apart is his claim on his designs to be “corny jokes”. His use of saturated colors with dark and defined lines are bold and provide a refreshing look. Although Lee's illustrations look like the 90s cartoons, the concepts are modern in every way. His work gained popularity during the pandemic times with inside jokes that only a few can understand. Lee is currently working with Jacky Winter Group based in New York City.
Cremers comes from the Netherlands and is a famous 3D illustrator. She has worked with an influential clientele like Nike, Apple and New York Times. Her designs are attention grabbing with bright and bold colors. Her website is a perfect example of her unique taste and designer sense that gives off Willy Wonka vibes.
Rochat is an art director by profession based in San Francisco. He is known for creating content that is fun and taps into the online culture market. His clientele is also impressive with Airbnb, Facebook, Instagram and Netflix being a few. Rochat’s work is amazing as he uses brilliant effects on everyday things and situations. With a huge Instagram following of 950,000, his web content is engaging and highly entertaining. In a time when the world is in lockdown, Rochat’s content brings laughter and life to everyone’s life.
There are a lot more inspiring motion graphic designers out there who are worthy of recognition.
Wrapping up, it is evident that motion graphics are the present and the future of digital marketing. Technology has taken over the world so quickly that innovation is now the key to business success. Creative and out-of-the-box thinking is the need of the hour where motion graphics play an important role.
Marketing strategies need an upgrade and with a highly saturated online market, brands have no option but to do things in a unique way. As consumers look at abundant options, getting their attention is not an easy task. That is where motion graphics can help brands increase retention among the consumers.
Using short informative videos with captions can help brands get their message across effectively, if it is adequately planned and executed. But, that is not enough. Reaching the audience in a fun and exciting way, which is unique and encourages engagement is the only way.
By far, it can easily be concluded that motion graphics is the most modern, common and effective type of advertising design. As mentioned in the studies above, agencies and advertising gurus prefer video marketing to any other form.