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What Are Motion Graphics?

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Motion Graphics add a huge amount of production value to any corporate video production.

Though creating stylish infographics, on-brand overlays such as name straps and relevant on-screen text, motion graphics can help communicate your message in a more efficient and engaging way.

Motion Graphics is best described as the animated equivalent to graphic design, adding stylish visual embellishments to footage. This shouldn’t be confused with Visual Effects or Animation. Visual Effects combines existing footage with computer-generated imagery to achieve a sense of realism. Animation, on the other hand, tends to involve more complex scenes and characters,

There are several types of motion graphics that can increase the production value of your videos.

Kinetic Typography

Kinetic typography (also known as motion typography) is a technique where text is animated in a dynamic, fast-paced way to grabs viewers attention and entertain them.

It can be effective across a broad range of video projects such as explainer videos, event videos and promotional videos, so its application is very diverse and creative.

Using a kinetic typography approach allows for more experimentation and fun than straightforward animated text which would animate in and out in gentler, subtle ways.

Kinetic typography is brilliant for adding energy to a video by creating a powerful rhythm to the visuals in a unique and stylish way. Combine this with a strong brand style, like e did for Century 21 (see below) and you’ve got an engaging and emotive video

Infographics

An infographic is a visual representation of data through motion graphics, iconography and text. It can be a collection of images, charts, visualisations, text and more.

All these elements are brought together and animated to create informational videos that help communicate complex data in a visually engaging way and provide a unique perspective on otherwise dry information.

This can be very useful for communicating non-visual numerical information in an engaging way. A good infographic is simple, fun and has really good design!

Overlays

Overlays are motion graphics that are added on top of video footage. They can help to tell the story or simply enhance the style and feel of the video. Examples of overlays in video production could be:

  • Lower Thirds, also known as name straps or identifiers
  • Light leaks that add a vintage stylistic look to footage
  • Shape Elements to add energy to other motion graphics
  • Animated icons and symbols
  • Call to action graphics

More advanced overlays can be ‘motion tracked’ onto the footage to give the impression that the graphics are part of the scene themselves, just like we did here for Intelligent Energy:

Overlays are a highly effective way to create a unified look across a video. Consistent use of fonts and colours allows a visual brand to be created and replicated across future videos too.

Logo Animation

The key component in any visual branding is logo animation. Your logo is instantly recognisable to customers and prospects and it only makes sense to have it stylishly incorporated into your video.

As well as increasing brand awareness, having an animated logo in your corporate video adds consistency to your marketing and can be used time and time again.

Motion Graphics shouldn’t be seen as an addition to a corporate video. They are a core component of every production we do as it’s a simple and effective way to add production value to any video and increase brand awareness and consistency.

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