Creating Motion Graphics in 4 Phases

What Is a Motion Graphic?

Although the terms "motion graphics" and "animation" are frequently used interchangeably, motion graphics is actually a subset of animation. In essence, it's the fusion of animation and graphic design. In our industry, virtually any animated piece of content is referred to as a motion graphic. Motion graphics, which frequently employ data visualization, kinetic text, and geometric shapes, assist in communicating a message through moving images.

A motion graphic, however, is not just restricted to these points. A motion graphic can also be made using a variety of other animation techniques, including cel animation, mixed media animation that combines photography and real-world video, and even 3D animation. A motion graphic can evoke a range of emotions, tell compelling stories, and captivate audiences when used in conjunction with voiceover, music composition, and sound design.

How to Create Motion Graphics? 

While experimenting with motion graphics can be fun, not all of them are equal. Motion graphics are made up of a variety of components, including scripting, audio, design, and animation. Your final product won't be as powerful if any of these are executed poorly. Even if you are an expert, minor oversights or errors can be very frustrating, especially if you are working with others.

We have experience in creating motion graphics, so we can attest to this. Fortunately, we've picked up a lot of knowledge along the way (and probably committed every rookie error ourselves), so we know what you need to succeed. You can find our streamlined, step-by-step tutorial for mastering the fundamentals of creating motion graphics right here.

These are just the fundamental steps that will help you begin to understand the work and time that goes into making a great animation because motion graphics have many moving parts.

Phase 1: Write a script that tells a story.

A motion graphic starts with a script. Even though motion graphics are short, usually ranging from 30 seconds to 3 minutes, you still need a script to detail either dialogue or story direction.

Consider these inquiries to help you discover your story:

• Whom am I attempting to contact?
• What am I hoping they will learn? Remember? Do?
• What do I want them to feel like?

Be mindful of the word count as you begin writing your script. Although it's tempting to pack as much information into your script as possible, simplicity and clarity are crucial. Also, keep in mind that one benefit of motion is that it gives you a variety of ways to tell your story. Motion graphics give you movement, sound, and other tools that can help with some of the heavy liftings, in contrast to static infographics where you rely on images and copy to tell your story.

As you write your script, think about which of the following might best convey certain aspects of your story:

1. Onscreen Text: For situations where sound is not an option, such as trade shows, text-only storytelling can be very effective. People have to pay more attention when they read, so it's a clever way to keep them interested.
2. Voiceover: Finding your brand's voice is a topic that is frequently discussed in marketing. An opportunity to actually do that exists with voiceover. On-screen animation is accompanied by VO, so the two coexist. However, avoid over-scripting. When the same information can be quickly and effectively displayed on a screen with animated data visualization, having your voiceover artist read off your sales figures from the previous year is a waste of time.
3. Visuals Only: Even though it's less common, you can still make an effective graphic without any text.

Phase 2: Storyboard while you brainstorm the visual treatment.

When creating the storyboard, you can begin to visualize the script once you have it. When the script and the images are combined, the finished product begins to take shape.

A brainstorming session with members of your design and production teams should precede each storyboarding session. Our core video team, which consists of producers, art directors, designers, and animators, falls under this category.

Phase 3: Take your storyboards into the design.

Style and color communicate just as much as the story itself in any visual project you produce. Simple design decisions can have a big impact on the experience, even when you're working within your own brand guidelines.

You can start turning your storyboards into actual designs once you have a general understanding of the storyboard with sketches. Everything you create at this point will be used in the final stages of animation, so pay close attention to the details.

Write down your visual notes at this time, have your production team review them, and then send them on to the animation team to be used in the final cut.

Phase 4: Animate the final designs.

The culmination of the process occurs during the animation stage. By the time you begin animating, everyone should have a very clear understanding of what will happen if you have done your job and received a sign-off on each stage.

Here are some things to consider:

• Timing: Your motion graphic's pacing will make or break it. People won't "get" what you're trying to tell them if you're too hurried. You'll lose people's interest if you move too slowly. Pace maintains audience interest. To add excitement, take into account tactical variations. 
• Music: The addition of music to your story adds another layer, just like all the other components. It can create an atmosphere, fill in blanks, and change the narrative's tone. Make sure you're communicating the right message with the overall tone of your music because the right music can make or break your video.
• Sound Effects: Both music composition and sound design, or the art of adding sound effects and mixing audio, are essential. The secret is to only use elements that benefit your project and don't detract from the narrative you're attempting to convey.