Motion Graphics is essentially animated graphic design - animation where text plays a central role. However, what makes motion graphics unique is the combination of the emotional impact on the viewer and how it promotes brand awareness.
Videos can be produced in which the story, graphics and sound come together to create a real connection. The story or message is key and often simple designs are most effective in illustrating the story and keeping the essential message intact.
At a recent Insider online forum stressing the importance of creativity in brand building - and business generally - as we begin the economic recovery phase, Zoe Taylor chief executive of Bristol based digital explainer video software company Sparkol said:
“What Covid has shown us is this greater appreciation for the value of strong and engaging video content…people’s attention spans are getting short so good creative communication is key.”
At the same event Paul Hibbs, Advertising and Media Director, Nationwide Building Society proposed that “Working out what you stand for as a business beyond the bread and butter is key to this creative brand building…so what you really need to do …is to provide another layer to your brand which allows you to talk about stuff over the bread and butter.” For many companies, this is what a ‘brand purpose’ will allow you to do.
To this end motion graphics can be a key resource with numerous benefits:
• Motion graphics can be used to convey complex information by breaking it down in a way that makes it readily understood. This is particularly useful for explaining processes or how things work. It can also be used for tutorials, data visualisation and explaining abstract theories.
• Motion graphics are cost effective as they are relatively cheaper to produce than other material. Furthermore, they can be repurposed by adding or removing material to customise it for a particular use or user group. They can also be edited to be posted on multiple platforms.
Visual processing of information is nearly instantaneous which is why it is easier to understand things you can see. A concept that is explained in a 1500-word article can be “shown” in a video clip lasting one minute. By using motion graphics, the time taken to disseminate information is reduced whilst at the same time the amount of information retained is increased. Studies show that viewers retain 95% of information when watching a video.
It is important for all business to have a diverse content strategy including print, social media, and video. Motion Graphics can make a significant contribution to developing a connection to your brand by encouraging true engagement and reinforcing concepts of creativity clarity and consistency.
Rich Kersey, founder of ker-Z creative, says “Motion graphics used to be the preserve of large multi-national corporations but, with the advances in hardware and software technology, it’s now a realistic tool for SME businesses”.
According to research the average consumer will spend 100 minutes a day watching videos online in 2021 (Smartinsights). When you couple this with a recent study that discovered that significantly more shares are generated by social media videos than image and text alone (SocialMediaToday), and that including video on a landing page can increase conversions by 80% (unbounce), it is no wonder Helen Moloney, Managing Director of All Things Web® believes that it is clear that this form of communication is the one that resonates most effectively with her clients: “Using video to promote your product or service is essential to keep pace with the competition.”
hgkc, working in collaboration with ker-Z creative and All Things Web®, have developed the Brand Clarity Scorecard from an original idea created by Mary Cook, to help business owners better understand their own brands, and highlight where improvements could be made.