When talking about motion graphic design, creatives are referring to the combination of text and design elements set to motion.
Motion graphics animation doesn’t mean a full-blown animated film, like a Disney film with defined characters, plot and narrative arc. Instead, it generally refers to shorter pieces of animation that entertain or impart information. 3D motion graphics, for example, are prominently used in adverts.
Motion graphics grew in prominence during Hollywood’s post-war golden age, but it was the evolution of digital technology decades later which brought the discipline to a much wider audience of creators. Common examples include film and TV opening credits and advertising creativeFilm studios pioneered the discipline from the 1950s, using graphic designers to create film titles that not only listed the cast and crew but also conveyed the sense of a film through colour, text, illustration style and pacing of movement.
To this day, film opening credits utilise motion graphic design, with digital technology democratising the discipline to open it up to creators at all levels. But motion graphics are also used for:
TV opening credits. TV miniseries have long used motion graphics for their opening credits. Check out the latest Netflix boxset.
Advertising creative. Motion graphics have enabled advertisers to create bolder, more interactive creative for their clients.
News broadcasting. Motion graphics help broadcasters and journalists tell stories more effectively, especially at times of news events like elections.
Social media memes. Many memes you’ll see on Instagram use motion graphics to make you laugh — combining imagery, text and movement.
Website UX design. As more of our daily lives have moved online, so designers have focused on improving our user experience, using motion graphics.
Retail experiences. As menu boards and billboards in shopping centres went digital, the flat, static print format came alive with motion graphics.