The world of commercial animation is comprised of a number of fields and styles. The word “animation” is an umbrella term that includes almost anything that has movement. However, one subset of animation is confusing to some people, even though it’s all around us in the digital era: Motion Graphics. It’s so ubiquitous that it’s almost invisible — but it is a truly powerful tool when it comes to commercial animation.

In this insight article, I’ll explain what Motion Graphics is, its history, what differentiates it from other types of animation, and its importance in the advertising and design industry today.

Uses of Motion Graphics Today

The development of technology and the presence of screens in multiple devices in our lives expanded the full range of usage of Motion Graphics. What before was used just to introduce technical information and set the mood for a story, nowadays serves a wide range of purposes.

On television, Motion Design is used in the opening of TV shows, as the video brand of the channel, and to introduce information with bumpers, lower-thirds, and many others. It’s also built into the forecast screen on the news and in their virtual backgrounds. TV has been using motion since the early days, and it has become an integral part of its identity, helping to make a channel or show memorable.

How to Think Motion

Abstraction

When thinking about a motion piece, it’s less about being literal and more about the expressiveness and abstractions you can create to convey an idea. By nature, motion design doesn’t rely on characters to perform well. The use of visual metaphors is a great ally for powerful motion videos.

Rhythm

When it comes to movement, the pace of actions and transitions of scenes is crucial for a good motion graphics video. It’s about mastering time and space. Rhythm comes from the difference of speed in the actions in various moments of animation. Smoother movements, with a longer duration, can bring a sense of peace, while fast actions and plenty of transitions speak to something more energetic. The combination of those in a single video helps to create the rhythm and generate climax. Movement is a language; it tells a story on its own and empowers the message.

Reading Time

Motion is not just about elegant movements and an excellent rhythm. Another important aspect of motion is reading time. It means that every text and action on the screen should have the proper time to allow the viewer to read and understand what is happening. A lot of things happening in a short period of time can seem chaotic and result in misunderstanding.