Motion graphics are everywhere, in our lives. They can be found in the animations of our apps the captivating title sequences of movies and even in the visually appealing graphics of television commercials.
What exactly are motion graphics? Why have they become such an essential part of visual media?
Motion graphics refer to graphical elements that are in motion. Specifically, they utilize video footage or animations to create the illusion of movement or to effectively convey information. These dynamic visuals incorporate a combination of animations, videos, 3D effects, typography, illustrations, and other visual components that are synchronized with music or voiceovers.
In contrast, to graphics motion graphics bring life and movement into play. This captivating movement catches the viewer’s attention. Presents information in ways. Motion graphics can be employed to set an atmosphere relay information efficiently enhance messaging promote product branding effectively or narrate a compelling story.
Some common examples of motion graphics you’ll see every day include:
- Movie title sequences
- TV channel branding
- Advertisements and commercials
- Animated logos
- Kinetic typography videos
- Lyric videos for songs
- News graphics
- Interface animations on websites and apps
- Lower thirds and overlays on videos
All these examples have in common that graphics are put in motion to create interest and impact for the viewer.
A Brief History of Motion Graphics
The concept of motion graphics is not new. Even in the early days of film, avant-garde artists experimented with abstract visuals and optically-printed motion. However, motion graphics as we know them today emerged most distinctly out of the concrete poetry and graphic design movements of the 1950s and 60s.
The Origins of Motion Graphics
- Early 1900s – Avant-garde artists like Oskar Fischinger and Norman McLaren used techniques like stop motion and camera-less animation to create abstract motion graphics and visual music experiments. Their early optical printing work explored motion and visuals synchronized to audio.
- In the late 1950s – Saul Bass revolutionized opening credit sequences in the film. His animated kinetic typography and graphic title sequences for movies like Vertigo and Psycho demonstrated how motion graphics could set the mood for a film.
- 1960s – Broadcast design for television advanced quickly and the rise of independent production houses focused heavily on motion graphic design and branding.
- 1980s – Music television channels like MTV, which premiered in 1981, relied heavily on cutting-edge motion graphics to reinforce their youthful branding. The software Maxon Cinema 4D was also launched in the 80s, eventually becoming an industry standard.
- Early 1990s – Motion graphics software matured, with the launch of tools like Adobe After Effects. This allowed artists and graphic designers to begin easily creating motion graphics on personal desktop computers.
So while motion graphics have their origins in experimental film and television graphics, the concept has expanded vastly thanks to new technologies. Powerful and more accessible software along with the rise of video-sharing sites and streaming have created a huge demand for motion graphics in recent decades.
Popular Uses for Motion Graphics Today
Advancements in software have put high-quality motion graphic creation into the hands of anyone with a good computer and some creative chops. This has opened motion graphics up to a vast array of media formats and applications.
Here are some of the most popular uses for motion graphics today:
1. Film & Television
Motion graphics are used heavily in movies and TV shows to establish branding, set scenes, and communicate messages. From video compositing software that can erase wires or integrate 3D elements into live footage, to tools for quick typography animations, motion graphics help take video content to the next level.
Specific applications include:
- Title sequences
- Transitions between scenes
- Broadcast design packages
- Animated lower thirds and chyrons
- Weather map animations
- Sports highlight emphasize graphics
- TV network branding
Case Study: Hitchcock’s Psycho
The film Psycho (1960) changed horror movies forever and helped demonstrate the power of motion graphics in movies. Saul Bass used jagged lines, abstract shapes, and kinetic typography in the film’s titles to reflect the unsettling and chaotic nature of the film. This set the tone for viewers right from the start.
Over 60 years later, Psycho’s opening scene remains in viewers’ minds. This demonstrates how impactful thoughtful motion graphic design integrated into films can be.
2. Advertising & Marketing
Brands today lean heavily on animation to capture viewer attention and create viral marketing content. Adding motion to logos, product photos, text, and graphics helps brands stand out in an oversaturated media environment.
From GIF ads to video commercials, motion allows brands to display products dynamically across many platforms. Motion also makes it easier for global brands to overcome language barriers through universal visual storytelling.
Common advertising uses include:
- Animated logos
- Cinemagraph GIFs
- Product demo explainer videos
- Kinetic typography social ads
- Interactive website and mobile ads
- Augmented reality filters and effects
- Trade show booth displays visuals
- Retail store signage and displays
Case Study: Apple’s 1984 Super Bowl Ad
In 1984, Apple launched its famous “1984” Super Bowl commercial, which has since been called a “masterpiece” of motion graphics. The dynamically edited motion graphic ad integrated sci-fi dystopian elements with bold imagery of the Apple brand fighting totalitarian conformity.
At the time, it was extremely impactful by playing into cultural fears people had about computers controlling society. This iconic ad demonstrates how even in a short span of 30 seconds, strategic use of video editing, motion design, sound, emotion, and conceptual storytelling could make a brand seem visionary.
3. User Interfaces and Software
It lends improved usability and sleek aesthetics to user interfaces and software. Simple motion design techniques like easing, scaling, sliding, and transitioning UI elements help guide users between screens and provide visual feedback.
Software-based uses include:
- Website and mobile app design
- 3D motion software like gaming engines
- Augmented and virtual reality
- Artificial intelligence and facial recognition UIs
- Computer-generated imagery (CGI) software systems
- Data visualization and simulation tools
- Signage display software
- Assistive living products for special needs
User interfaces leverage to indicate changes in state, direct attention, add dimension and streamline storytelling. Motion creates crucial affordances that simplify navigation in complex systems.
Case Study: Apple’s iOS Core Animations
In 2007 when Apple launched the iPhone, it introduced the Core Animation library and Core Graphics rendering into the iOS ecosystem. This allowed designers to easily animate user interface elements using scaling, rotating, fading, and other techniques that reacted to touch gestures.
By adding subtle motion effects, Apple made iOS feel more intuitive, playful, and 3D. Users received clear visual cues during on-screen interactions. This attention to design details for the UI is part of what helped Apple pioneer class-leading mobile interfaces.
The physics-based behaviors, gestures, transitions, and animations we now take for granted on all smartphones and tablets evolved directly from those early UI motion graphic breakthroughs.
Motion Graphic Design Techniques and Software
So how exactly do artists create and animate motion graphics? Although new tools emerge constantly, Adobe After Effects and Cinema 4D remain the most ubiquitous for professional motion design.
Core Techniques Used
Some core techniques used in the design include:
- Keyframes: Set start and end frames to animate layer positions, scale, rotation, effects over time
- Masking: Block out or reveal portions of a layer using vector shape outlines
- Compositing: Layering visual elements together
- Rotoscoping: Manually animating paint strokes frame-by-frame
- Morphing: Seamless animated transitions morphing one image into another
- Motion tracking: Matching graphics to tracked movement in a scene
- Expression coding: Writing code snippets to procedurally generate complex movements
- 3D modeling: Building and animating virtual 3D objects and environments
These create the illusion of movement by controlling graphical elements over a timeline. More advanced techniques like simulations and physics systems introduce real-world physical behaviors for truly dynamic motion effects.
Top Motion Graphic Software Options
Here are some leading motion graphic creation platforms:
- Adobe After Effects: Compositing, 2D animation and motion graphics
- Adobe Photoshop: Image editing and matte painting
- Adobe Illustrator: Vector image creation
- Maxon Cinema 4D: 3D modeling, animation and rendering
- Epic Games Unreal Engine: 3D scenes and visualizations
- SideFX Houdini: Procedural generation and simulations
- Blender: Open-source 3D animation solution
- Apple Motion: Motion graphics application for Final Cut Pro video editing
These programs provide critical tools for illustrating and animating ideas. Complementary tools like Adobe Premiere and Final Cut Pro then arrange motion graphic clips and assets into full video timelines.
The Motion Graphic Design Production Pipeline
There is no single right workflow for developing motion graphics. But in general, the production pipeline involves phrases like:
1. Ideating: Brainstorming creative direction and drafting storyboards or style frames for key moments. Planning out messages, visuals, timing and flow early.
2. Asset Creation: Designing and creating illustrations, 3D models, photos, and any graphical elements needed for animation in programs like Photoshop or Blender.
3. Animating and Compositing: Importing assets into After Effects or Cinema 4D to animate progressions over time, apply effects, create scenes, and composite together layers of graphics.
4. Synchronizing and Editing: Syncing completed motion graphic sequences to audio tracks in video editing tools like Premiere or Final Cut. Polish with color grading, titles, overlays, and finishing effects.
5. Rendering and Exporting: Choosing the optimal codec and rendering settings to export final motion graphic videos for delivery.
Through this iterative process, static visuals come alive to dynamically communicate messages and tell compelling stories. Dedicated motion artists fit naturally into this pipeline, but a generalist can also handle the full process.
Understanding the tools and production flow empowers anyone with graphic design skillsets to begin crafting professional motion graphics.
Learning Motion Graphic Design Yourself
Fortunately, today’s abundant educational resources make teaching yourself motion design skills quite feasible. Useful starting points include:
- Lynda, LinkedIn Learning, Skillshare, etc.: Structured online tutorials
- VideoCopilot: Free After Effects video tutorials
- Cinecom.net: Cinema 4D lessons
- School of Motion: Specialist motion design courses
- YouTube Channels: Endless free tips and ideas
- Motion Design Websites: Helpful blogs and articles
With consistent practice animating in an application like After Effects plus some fundamental graphic design taste, the quality of custom motion work can progress quickly. Mastering complex 3D, physics, and virtual production will demand more specialization.
But the core principles carry across the field. Learning from visual breakdowns and actively trying new effects builds applicable skills. Passionate self-starters can gain proficiency to support client work or their own video content goals.
Conclusion – The Future of Motion Graphics is Wide Open
Motion graphics provide a powerful and versatile tool for engaging modern audiences while reinventing visual storytelling traditions. New technologies will only expand motion design possibilities for driving culture forward.
As platforms like VR and AR gain adoption for innovative experiences, motion artists who can pair spatial design skills with solid motion foundations will discover exciting opportunities. Augmented and simulated realities demand next-generation motion graphics expertise to achieve their immersive potential.
From big-budget Hollywood films to quirky online videos, motion graphics introduce visual vibrance across media. Forward-looking motion artists will play a leading role in pioneering new techniques for resonating with increasingly savvy viewers through impactful and technical kinetic designs. They carry on a century-old visual language focused on the illusion and emotion of motion.
The history covered here highlights how motion graphic styles constantly evolve across eras and technologies. But at the core stays their power to capture attention while expanding perceptions of moving image possibilities. New creators now carry that torch forward into fresh realms of virtual and interactive expression.
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