Most of us don’t think in still images and static figures.
Our thoughts are in constant motion. So when we share our ideas, shouldn’t they move too? In the same way, graphic design strives to guide the viewer’s eye through an image, motion design guides the mind through an entire thought process. It’s why motion graphics is becoming marketers’ favored way to tell stories in digital spaces. The possibilities within this environment are only limited by the creator’s imagination.
If I were to hand a written script to someone and ask them to understand it, their brains would automatically start making associations to what they know and create a linear narrative from the words on the page. I can’t speak for everyone, but this is how my brain visualizes this type of information.
But, regardless of how you think, it would probably take a few reads and some thoughtful discussion before you had a good grasp on what you were reading.
In making an animated video, we try to create symbols and characters that the viewer can understand and relate to quickly. We’re doing the hard work of imagination on the viewer’s behalf, composing the images the consumer is already trying to create.
Think about the last book you read. Can you visualize the characters in your head? Do you think your characters look exactly the way the author intended? Probably not, but they’re close. With motion graphics, we create a single, clear, visual representation of an idea and in return, you more easily digest the story we’re trying to tell.
Earlier I said motion graphics are only limited by your imagination, so anything is possible. But in the world of advertising what does that mean? We can say, “Flavor explosion,” but that doesn’t communicate to the consumer visually. We could even have someone take a bite of a taco and make an excited face, but still, that doesn’t communicate an explosion. Nothing can communicate “explosion,” like an actual explosion.
And remember, in advertising, we usually don’t have as much time to communicate that explosion as a novelist or movie director. Where they have minutes, acts, and chapters, we operate in seconds.
Motion graphics is assisted advertising. It removes the guess work while helping to convey a message in a shorter time frame. And it allows you to build out brand identity beyond color and icon into tone and movement.
And to me, it’s the easiest way to learn. Motion graphics can go beyond simply aiding traditional plot-driven storytelling. It can be used to help organizations communicate complex ideas and complicated business models—simplifying concepts to better communicate the core idea.
We’re not the only ones doing it. People are using motion graphics to explain everything from political ideas and legislation to social issues and complex business structures, all in a way that is socially impactful and easy to share.
Motion graphics allows you to blend infographics and narrative. It can lend a logical hand to the emotional side of storytelling, playing on both sides of the human brain.
By mimicking the way the brain naturally retains information through association you can communicate much more effectively.