Introduction
Motion graphics are the combination of text and other graphical elements set in motion. Generally shorter than a traditional animation. They can be used to entertain or inform. Examples include logo animations, start or end credits of a film, TV adverts and web ux design. Full animation, on the other hand, is generally longer, with a defined narrative or characters.
The rise of motion graphics
Motion graphics have only continued to rise in popularity over the years. Providing audiences with more dynamic and engaging visual experiences while also adding new dimensions to the way agencies work and approach projects. So, what are the key contributing factors to this rise in popularity?
Engagement
Adding motion to any brand communications can greatly increase the engagement it receives. Allowing you to put out exciting communications that stick and reach a wider audience. Video content also has a higher conversion rate than static visuals. Helping make your call-to-action more engaging, leading to better customer responses.
Social Media
The importance of social media in today’s world means that these platforms serve as one of the key touchpoints between a brand and its audience. Often, it’s the first place people go to see what a company does and to receive the latest news and updates from them. This has led to a huge increase in the amount of motion being incorporated into a brand’s communication outputs, as they aim to capture people’s attention and keep them engaged.
Versatility
Motion graphics have a vast number of beneficial uses and can be incorporated into almost all areas of a brand to optimise the way it communicates with its audience.
Emotion
The use of motion graphics or animation can also aid a brand in forming greater emotional connections with its audience through the combination of striking visuals and sound elements such as music and narration, providing experiences that target multiple senses.
Information
Animated video and motion graphics are also a great way of taking what could be a complicated topic and presenting it to an audience in a way that is more digestible and simpler for them to understand.
Experience
Finally, motion provides an audience with a more exciting, engaging and interactive experience. That captures their attention and provides the opportunity for them to become more involved with a brand.
How can motion be incorporated into my brand?
There are a wide variety of ways in which motion can be used to elevate your brand. Allowing you to highlight your identity, strengthen your key messaging and form better connections with your audience.
Branding
Firstly, it can be used within your branding to add greater depth and personality to your identity. Using it to add enhanced movement and character to a logo mark, typography or any illustrations or icons your brand may use. This helps to create a memorable first impression and instantly hooks an audience, prompting them to delve deeper into your brand. Its ability to both convey important information and elicit emotion in an audience helps greatly in portraying a brand’s key messages.
Social Media
Again, with social media now being one of the main touchpoints between any brand and its audiences, it’s important that any content you put out speaks to your audience. Motion design has exploded in popularity on the majority of platforms, providing so many avenues to explore in order to engage with your audience. Whether it’s via short informative videos, full animations or explainer videos, adding motion graphics to your brand’s social feeds is an effective way to increase engagement due to the shareability of the content. It also efficiently helps to make your content more digestible and enduring for the audience.
OOH Applications
Motion design has also seen increased use in out-of-home applications in recent years. One increasingly popular sight is billboards allowing for the use of animated content. This has seen use by a huge variety of brands to captivate their audiences via intriguing animations that draw them in and highlight the brands’ identity, narrative and services. Helping these ads stand out in their busy surroundings.
Web Design
Web design is another area where you can utilise motion graphics in several ways to enhance the experience for users. The incorporation of hover effects or animations that are triggered when scrolling or loading a page can assist in reducing a user’s perception of loading times, while also adding an additional layer of interactivity to your site. Animated headers could also be added that help to seize people’s attention and highlight key messages. You could also consider sprinkling in some motion to case study or article images, drawing attention and enticing people to click on them.
See below what we have recently designed for Capsule!
Print Design
Finally, motion imagery can even be used to enhance print design, adding new dimensions to how an audience can interact with your content. One way you can do this is by using things like augmented reality, which can help bring a page to life, allowing consumers to use their phone to interact with printed content. Alternatively, you could also incorporate QR codes, which can help to direct consumers to other brand touchpoints, allowing them to easily access places such as websites or social platforms with ease.
Summary
To summarise, motion can be a powerful tool that can have a great impact on elevating your brand. Helping you strengthen connections with your audience, raise awareness of your brand, increase engagement and simplify any complex topics you want to put across. With its versatility and number of ways it can be utilised across your brand and marketing strategies, it has become an essential way of keeping your audience engaged.
If you’re looking at ways to incorporate motion, video or animation into your business, check out our video guide, or contact us today and discover how we can help your brand grow
