Motion Design is a relatively new direction for our country. There are not so many specialists now, and the profession is in demand: any TV channel, film studio or video production will not do without them. Motion Design combines a wide range of skills from graphic design and animation to the basics of drama, directing and prioritizing. And of course he uses modern graphic, 3D and video editors.
People are attracted by dynamics.
Motion graphics are ideal for creating meaningful yet concise messages. It’s also a good choice for complex projects where the essence is not revealed otherwise.
The three main advantages of animation graphics:
- Fast message delivery. In advertising and infographics, brevity and clarity are key parameters due to time constraints.
- It reveals complex ideas, concepts, systematizes data in a simple and clear form.
- Easily captures and retains attention. Most users choose video over reading. Animated graphics are attractive to the viewer, and therefore so popular.
What is Motion graphics
Motion design is the process of creating animated graphics.
Animation graphics, aka Motion Graphics, is a visual design that brings a static image to life. Internet, media and advertising, television, movies, mobile applications, video games – none of these areas can do without it.
Every animated text or image found in everyday life is conceived by a motion designer. Animated graphics uses three channels of information at once: image, text and sound, and the viewer learns the data better.
Motion graphics can visualize specific data and abstract ideas. This uses visual effects, audio, graphic design, and various animation techniques. This turns a static picture into a dynamic one.
Animation graphics must be distinguished from ordinary video and familiar animation. Motion graphics is not a cartoon, it illustrates data or ideas, not reveals the full story.
A brief history of motion graphics…
Nobody knows exactly how and when the animation graphics appeared. Around the 40s, the first experimental works by Oscar Fischinger and Norman McLaren appeared. However, the very first recognized master can be called a graphic designer and director Saul Bass, who in the 60’s popularized motion graphics in movies. People have never seen such a combination of graphics and animation before.
Since then, other artists have used motion graphics not only in movies, but also in other areas. As a result, today it is one of the most popular types of animation.
Where today’s motion graphics are used…
As with web design, the popularity of motion design has brought the ubiquity of computers and the Internet.
Previously, creating animated graphics was a complex, time-consuming and expensive process. However, the faster the development of computer technology, the faster was the development of motion design. Starting from zero, it was already tightly integrated into the video industry, and from the 2010s settled in media and marketing.
Today, motion design is used wherever content is produced. For example, animation graphics appear in movie and video titles, and the music industry is actively using it in the creation of video clips. Screensavers in movies and TV shows create the mood set in the right way to properly perceive the information.
They evoke emotions and intrigue. Graphic transitions between content blocks in television allow you to change topics without losing the viewer’s attention, and any entertainment show is necessarily accompanied by animated graphics.
Today animation graphics is one of the fastest growing channels of content marketing. With its help, it is easy to attract and inform the viewer at the same time, and the readability of messages is many times higher than the usual channels.
Motion graphics are a great opportunity for brands to present their key ideas and values. Advertising uses motion graphics to stand out from the crowd and deliver the message to the audience in seconds.
Main applications of motion design
- Television. Screensavers, captions, subtitles, program design.
- Film industry. Openings, credits, screensavers, production of trailers and teasers.
- Marketing. Advertising on television and the Internet, promotional materials, native advertising in the form of animated infographics.
- Media. News, entertainment, training portals often use motion design to create short and attractive videos.
- Business. Presentation clips and infographics for websites, conferences, product presentations, presentations to business partners.
- Education. With the help of motion graphics you can easily and affordably explain complex ideas, present information. One example of a quality educational project, fully based on motion graphics is the
- Entertainment industry. Games, entertainment video projects, streaming services.
How to Become a Motion Picture Designer…
Motion designer is a new profession on the market. There are no standardized requirements yet, and neither is the profession in Russian universities.
A motion designer is a multi-disciplined specialist. More precisely, it is not: a narrow specialist with a wide range of skills. The essence of animation graphics – a harmonious combination of text, audio and video. This implies that the designer understands the three categories.
What should a Motion Designer be able to do?
First of all, to understand graphic design – it is a composition, typography, theory of color.
Composition is the basis of any frame. On how harmoniously the designer is able to arrange and connect the graphic elements, depends on the type of work. It is the right composition makes the image alive and interesting.
Typography – the ability to artistically design the text, add expressiveness to it, emotionally catch the reader. This is one of the main skills of a Motion Picture Designer. It is important to understand which fonts harmonize with the overall picture: modern or gothic, with or without serifs, how to fit the text into the overall composition. Typographers can either draw on the whole project, or completely ruin it.
Color Theory – Coloristics. Color is a powerful tool of influence, so a motion designer should be able to use it. It is desirable not only to be able to choose the right color scheme of the project, but also to understand the basics of color psychology.
Secondly, a motion designer cannot do without the basics of scripting art. Animated graphics always tell the viewer a story. It is necessary to be able to create a storyline, use the techniques of drama, understand the skills of directing.
Motion Designer is a new and demanded profession on the market. However, becoming a Motion Designer is not so easy: This is a profession that requires theoretical knowledge of graphic design, basics of drama and direction, as well as practical skills of working with various programs.