Understanding Moving Imagery: Why Does it Work So Well?

by Capsule Marketing on 5th June 2020

Moving imagery is increasingly becoming the norm, whether it’s within websites, on social media, or custom videos for a specific use; video and animation are becoming commonplace in the visual world. Twitter has said social posts with a GIF gained 55% more engagement than those without.

Why is Moving Imagery on the rise?

We are living in a ‘want now’ world, where we can stream the latest films and music in seconds, live chat companies for instant communication, and have things delivered the next day or even the same day in some cases. This will be heightened even more with the upcoming release of 5G which is estimated to be 200 times faster than 4G.

All of this has resulted in today’s consumers seeking instant gratification in all that they do. The BBC reported that the average attention span was down from 12 seconds in the year 2000 to 8 seconds in 2017. Three years on, we can only assume that this is decreasing even further, which explains the rise of moving imagery, as this is a great way of displaying a large amount of information in a short amount of time in an engaging manner.

But this means that it’s taking something a bit different to stand out from a crowd of standard gifs.

A recent example of this is Netflix’s trailers which feature layered images that slowly move across the screen and add depth. This adds intrigue for users as it’s something that they haven’t seen before and is subtle so not noticeable at first.

Other Moving Image trends to watch in 2021 include:

3D depth and realism –

The 3D trend is on the rise thanks to modern technology and software capabilities. This is now being pushed further and combined with photography, film, and 2-dimensional animation in order to keep it fresh.

Article moving image 4

Artistic Typography –

Is 2020 going to be the year that artistic typography really takes off? Bold, simplistic typography has been on-trend for a few years now but moving image provides the perfect space to experiment with a more creative style. Typography can decorate and stylise “itself” within the moving image, allowing us to combine illustration and geometric shapes to create artistic, unique typography.

Article moving image 3

Line art –

Outline illustration has been very on-trend for the last couple of years but is now evolving into fully animated line art designs. Line art is a schematic, clean style which means it’s great for conveying concepts and ideas in a simplified way.

Article moving image 2

Liquid movement –

As opposed to geometric shapes which have strictly fixed edges, liquidy shapes suggest fluidity, agility, and movement which makes them perfect for moving image and storytelling.

Moving Imagery — Liquid Movement

How We Can Help You

We appreciate the importance of engaging content in our digital campaigns and websites. We also understand the best work requires specialist skills to deliver the right imagery to support our vision. Working with talented photographers and filmmakers, we ensure you have the right imagery to support your content.

If you would like our help with a video project please get in contact or see some examples of our video work.

Capsule marketing team working collaboratively

Written by Capsule Marketing

We want to share the benefits of our experience with you. Find below some of our insights, news, and events, including articles on emerging marketing technologies and research from Capsule’s own team.

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