Motion graphics have revolutionized the way brands tell stories, explain complex concepts, and engage with their audiences.
But what exactly are motion graphics? And how can your brand use them effectively?
In this complete guide to motion graphics, we’ll give you a clear roadmap to what motion graphics are, why they’re so powerful, how the process unfolds from concept to animation, and what it takes to create visuals that captivate.
What Are Motion Graphics?
People connect more with visuals than plain text. Motion graphics can be a fun way to grab attention and clearly explain concepts across platforms. They combine graphic design, animation, and filmmaking techniques to create visually captivating content.
A global survey shows that more than 86% of companies and 91% of marketers are using motion graphics in their marketing strategies. When designed professionally, motion graphics are one of the best ways to increase conversion rates.
You commonly see motion graphics in:
- Ads
- Brand logos
- Commercials
- Explainer videos
- Infographics
- Interactive experiences
- Movies and TV shows
- Presentations
- Product displays
- Social media
- Training and education
- Video games
It’s important to differentiate between motion graphics and animation. While animation focuses on storytelling and character-driven narratives, motion graphics are designed to simplify and visually communicate information. In short, animation tells a story, and motion graphics make ideas easier to understand.
Here’s the process of creating motion graphics.
Phase 1: Strategy and Purpose
Start with clear goals. You should be able to define what you are trying to achieve easily. Are you building brand awareness? Simplifying internal communications? Explaining a complex topic? Driving conversions? The very first and most crucial task in this guide to motion graphics is determining your “Why” behind your project. Everything you create should serve this primary objective.
Here are the steps we suggest taking:
Know Your Audience
You need to understand who you are talking to. Consider your audience’s demographics, pain points, and their preferred methods for content consumption. A motion graphics video for executives will have a different approach than one for teenagers on TikTok. The tone, pacing, and complexity should match what your viewers need and expect.
Master the Script
This is the backbone of any successful motion graphics video. It’s where your story, key messages, and calls-to-action are clearly placed. Remember that clarity beats cleverness, so keep each script to one core idea.
Follow a simple structure like this: Hook → Problem → Solution → Proof → Call-to-Action. Keep it conversational and concise, because every word counts. Don’t forget to map out timing for each section and note where visuals will support the narrative.
Plan Your Workflow
Start by breaking the project into phases. Here at Bottle Rocket Media, we use the following workflow:
- Strategy
- Script
- Storyboard
- Asset creation
- Delivery
Depending on your business goals, your workflow optimization might look different. That’s okay. What matters most is defining your success metrics from the start.
Whether it’s awareness, engagement rate, message retention, or conversion goals, your “Why” lays a strategic foundation that makes the difference between just having pretty visuals and having motion graphics that move the needle.
Phase 2: Visual Elements
All the fun is packed into this phase. In any guide to motion graphics, after you have established your strategy and purpose, you need to bring your ideas to the creative lab.
At the core of visual storytelling are the visual elements, including graphics, typography, colors, and motion. You want to focus on creating adaptable, scalable assets that can be manipulated through keyframe animation and layered effectively within your composition tools.
Start with Styleframes
Styleframes are static mockups of key moments in your animation. Think of them as your visual blueprint. They show what your video will look like before you animate anything. This will save time and have your team aligned on the visual direction from the beginning. You can even send these styleframes over to your client for approval before diving fully into the animation.
Elevate with Color and Typography
Color sets the emotional tone. Use your brand palette as a foundation, then apply color psychology strategically. Bold, contrasting colors grab attention, while muted palettes can evoke a sense of sophistication or calmness.
When it comes to typography and legibility, brand consistency is key. Think about the hierarchy. What should the viewer read first? Remember, motion graphics often move quickly, so simple typefaces are best suited. Choose 1-2 clear fonts that work at small sizes to ensure that your text animation supports your message, instead of competing with it.
Implement Motion Design Principles
Great animation feels effortless because it moves with purpose and rhythm. Use easing to create natural motion, avoiding rigid, linear movement and instead letting elements accelerate and decelerate smoothly. Add anticipation with small movements before main actions and let elements have follow-through so they feel alive rather than robotic.
When designing elements, consider how each piece interacts with and enhances the overall harmony of the others. Then, use clean reveals and transitions to guide the viewer’s eye exactly where you want it to go.
Execute on Asset Creation
Think of your assets as the building blocks of motion design. When crafted intentionally, even the simplest shapes or icons can bring your story to life. Decide between custom illustrations or stock assets based on your budget and brand needs.
You can add subtle depth with shadows and parallax, but be cautious not to let effects overpower your content. Effects, including flows, shadows, and transitions, can emphasize key information or add depth through 3D animation. For more advanced visual storytelling, consider exploring particle effects, camera tracking, or cinematic color grading to add mood and atmosphere to your motion graphics.
Maintain Consistency
Follow through with your creativity by developing a simple style guide that outlines your colors, fonts, and animation approach. Each element should work together to create a polished, professional look. Then, test your designs at the smallest screen size where they’ll appear. Remember, your visuals set the tone, so when the design foundation is strong, animation will only amplify the impact.
Phase 3: Animation and Polish
Now you’re ready to add animation! This final phase in our guide to motion graphics involves polishing the animation with minor adjustments to improve clarity and aesthetic appeal.
Many motion graphic artists stick with Adobe software because it works so well together. For example, you can easily import a project from Photoshop or Illustrator and animate it in After Effects with seamless integration.
Regardless of the tools you use, creating animations requires time, especially if you’re new to the process or working solo. Video marketing agencies, like Bottle Rocket Media, have teams of professionals, including illustrators and animators, working together to streamline this process.
The 12 Principles of Motion Design
Here are the 12 principles of motion design that we live by:
1. Easing: controls how natural object movement looks and feels
2. Offset & delay: creates hierarchy between elements entering the scene
3. Anticipation: movement that precedes the main action for smoother flow
4. Parenting: shows hierarchical relationships between linked objects
5. Overlay: layer elements for depth using the z-axis positioning
6. Dolly & zoom: changes object scale to direct user attention
7. Parallax: background/foreground moves at different rates for a 3D illusion
8. Transformation: seamlessly transitions objects through multiple states
9. Value change: creates dynamic sequences (like animated loaders)
10. Masking: reveals and conceals parts of objects in smooth transitions
11. Cloning: creates new objects from existing ones for patterns/chains
12. Obscuration: uses spatial reasoning to show visual hierarchy
Mastering these motion design principles is what separates a good animation from a great one. Once your project is fully animated, review it with a critical eye to make sure that every movement feels intentional and fluid. When done right, these elements can enhance your video and elevate the entire story.
Incorporate Powerful Sound Design
Do not overlook the power of audio. Music and sound effects can emphasize key moments, set the tone, and make your graphics more memorable. A well-placed sound effect or the right background track transforms good motion graphics into unforgettable ones.
Best Editing Software Guide to Motion Design
Learn about the tools of the trade for motion design. Here are a few popular ones to check out:
1. Adobe After Effects: the go-to software for motion design and 3D animation. It’s widely used and super versatile.
2. Adobe Illustrator: perfect for making vector graphics that you can use in your projects
3. Adobe Photoshop: great for editing images or creating storyboards to plan your designs
4. Cinema 4D: an excellent platform if you want to dive into 3D stuff and add depth to your work
5. Blender: a first choice for beginners. It’s packed with features for animation and super simple to use
6. Houdini: created by SideFX, it uses a procedural system that makes tweaking and changing complex animations super easy.
Get comfortable with these tools, and you’ll have a solid foundation for creating some amazing motion graphics. Check out more motion graphics tools here.
Conclusion
This guide to motion graphics can now serve as your go-to resource for crafting visuals that connect, inform, and convert. Motion graphics and animation are here to stay. They’re a fantastic way to break down complicated ideas into something clear, engaging, and beneficial to your brand.
Bottle Rocket Media specializes in high-quality motion graphics services, creating content that tells a story, sparks emotion, and delivers results.
If you’re ready to bring your brand to life through stunning motion design, get in touch with our team, and let’s make something great.