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March 2016

What is motion design?

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Motion graphics are basically digital animations of text, illustrations and images, and sometimes (for additional effect) sound.

Motion designers take static content and transform it into content that’s difficult to forget and impossible to ignore.

Motion graphics can be used to evoke an emotional response from viewers (achieved by making static elements animate in such a way as to suggest they have personalities), or to demonstrate abstract concepts that would otherwise be difficult to convey, or even just for raw impact and attention grabbing.

This can be used effectively for a wide range of applications, from making your brand or product stand out from the rest, to holding attention at an important board meeting or during a keynote presentation, to making data easy to visualise (Information Design). Motion design can also be used to create a sense of flow within a user interface (interaction design).

There is no limit to what can be done with motion design… or where.

Motion graphics in the form of GIFs are especially powerful in this, the age of social media, as they fall under the ‘micro-content’ category. This constitutes creative content optimised for use on social media platforms. Supported across most platforms, you can now make your brand stand out in front of your target audience, ready to be noticed. It’s like being one of the first companies to have colour TV advertisements; except all your clients have colour televisions!

Brands of all sizes (from the individual, to the international),  looking to communicate through digital means can look to motion design to enhance:

  • Music videos
  • Promotional or crowd-source-campaign videos (as on Kickstarter)
  • Impact on social media platforms
  • Keynote presentations
  • User experience by using flowing user interface animation

People have become accustomed to static content, and largely ignore static online content. Motion graphics is there to help get your digital content noticed.

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