Every marketing professional knows that our digital content needs to be visually appealing and needs to address the shortening attention spans of viewers around the world. Having to compete with the world of constant, direct, and on-demand information and entertainment is not for the faint of heart. But, guess what, there is a way out. Motion Graphics is a perfect tool in the world of creative design and capturing the attention of viewers. If you aren’t in the know, this form of storytelling is a compelling way to deliver all kinds of complexities in an interesting manner. Not only is it a great messaging tool, but it also provides clients with the potential to explore possibilities that would otherwise be limited with static graphics or live-action videos. It’s true, children and adults alike are intrigued by animated motion graphics, so no matter your messaging, motion graphics can secure a place in the minds of your audience.
As the name suggests, the “motion” or movement of graphics offers layers and depth to a creative outcome, and engages the audience at the same time!
As with anything else, different people will yield different approaches, and all differences are not created equal. As the preparations are being made to search for motion graphic professionals, shop around for a knowledgeable and understanding team of creatives. Here are some tips for trusting your video production team.
Below are some effective phases and steps to help you become more familiar with the process in which motion graphics can be made.
Phase 1: Understanding the opportunities and restrictions
Motion graphics help in creating captivating, engaging content that is retainable. The opportunities of motion graphics include reaching an audience with impact and having messaging that is highly responsive because of its multi-layers of movement, music, voice-over, and animation. With the right team and execution, motion graphics are more effective and more interesting than static design.
When it comes to motion graphic videos, using your imagination is strongly encouraged. It’s all about conveying your message through an array of characters, various placements, and creativity that normally wouldn’t exist with simplified interviews, b-roll footage, or static image storytelling. The world is your oyster here, just as long as you are matched with the appropriate creative talent.
The medical industry, educational companies, entertainment organizations, and on and on it goes, are now finding and using motion graphics because of the versatility – we suggest you don’t get left behind!
They say, anything worth having, is worth working for, right? Motion graphics are no different, neither are masterpieces. With so many moving parts, and so many added layers and complexities, creating motion graphics takes an incredible amount of time and coordination. Edits are not limited to simple font or color changes. Many times, making updates to what seems like a simple graphic requires new drawings, and in turn additional implementation. This alone makes the process of creating motion graphics a seemingly tedious and a more time-consuming task, but the final masterpiece created will make marketing your brand, telling your story, and making an undeniable impact so much easier.
Just know, a professional production company and motion designer will help to alleviate some potential headaches all by having a comprehensive plan in place including a solid script, storyboards, and multiple approved drafts prior to execution all to ensure the desired output exceeds your expectations.
Phase 2: Coordination with client
- Gather the Clients Needs
Given the costly and time-consuming nature of motion graphics, it is important to understand the intent of the final product. People use motion design content for everything, from education to entertainment.
In most cases, the scope of work can be large. When you gather project details and have a clear understanding of video goals, the process becomes less stressful and seamless. Setting a clear feel and objective for your graphics is essential to meeting deadlines, in addition to satisfying your client’s needs.
An in-depth understanding of your client’s preferences also means constructing an accurate budget to alleviate potential corrections. As creative agents, it becomes the creators’ responsibility to dig into the clients’ vision and to ultimately bring that vision to light. It’s exceptionally important to disclose the expectations and hours needed to produce the desired outcome. It’s also extremely important to ask the right questions. Paying attention to detail, and setting clear intentions, in the beginning, means fewer corrections later on, and satisfaction from all parties involved.
- Explain Your Creative Process
Communicating your process and ways of operations is all about informing your clients on what to expect in each phase of the process allowing them to be aware of upcoming phases and when their input is especially important. You should both agree on a projected schedule, frequent check-ins, and the vision for the project. More than anything, it’s important to get in the weeds of getting to know your client’s personality, the company mission, and the voice of the motion graphics video desired. All of the above allows for more creativity. More imagination. More specialized details. The creative process should most definitely include a straightforward timeline of deliverables. This will sustain a smoother flow to ensure the creative team moves through the phases of production with simplicity.
Phase 3: Work with your team
- Form the Script
A script dictates a story, and as an end result is one of the most important parts of the process. While the script is often written by one person, the development of the script is a team effort.
While writing the script, aspects such as budgets, client’s needs, scope, team creative abilities, and the intentions of the content are taken into consideration. This step is often a collaborative effort with the designer, copywriters, producers. This step forms the full blueprint for the motion graphic project.
This is when you bring the script to life (well sort of…). This is the first draft of materializing the ideas into a visual representation of the script. Once again, there is heavy involvement of the scriptwriter, producer, and artists in this phase as well; it is truly a collaborative effort.
During this phase, the scenes of the script are drawn out and the final script is revealed, usually with plain sketches. With this being the first draft of the final animation stage, you want to ensure you are adding in as many details and complexities needed to get your point across effectively. Oftentimes, creative teams spend hours perfecting even the shortest of scenes. Usually, the designers and animators are in charge of sketching these ideas. This way they will have a clear idea of what is expected and ensure concepts or intent are not lost between phases.
Storyboards often are the reference points for the creators and are a tangible guideline of sorts to return to when discussing or coordinating.
Having review notes ready for the team when discussing storyboards is advised, so you do not miss out on any details that should be included within this phase.
Phase 4: Bring the graphics together
Once the script and storyboarding process are approved, a strong foundation is laid out. So, you may be asking, is the work done? More like it’s just beginning. The production phase is now underway.
The creative responsibility in this phase falls on the animators, voice artists, script-writers, and editors. If one of these aspects is off-balance, it can hinder the final output.
Attributes that can affect your final product include:
- Animation style: The different kinds of animation styles used can change the feel of the final product, additionally, consistency between the different scenes is maintained through animation style, making the most pivotal part of the motion graphics. The right animation style is what will contribute to cohesive storytelling.
- Timing: Be it text, transition, music, or animations, the timing in which these factors play out is important. For example, a scene transition in an improper manner could make the final product appear choppy and unfinished.
- Appropriate music & voice-overs: Auditory elements can change the feel of the final product, which is why careful selection of music and voice-over is a must. A music piece or jingle lingers in our memory for years. Hence, for memorability and impact, choosing the right auditory bytes and elements makes all the difference. I mean, would you use heavy metal music on motion graphics aiming to promote online dating apps? Highly unlikely.
Phase 5: Get feedback
This phase might seem obvious, but it is one of the most important phases of a motion graphics video. Conducting a retrospect with clients on the work you have created is crucial in identifying gaps. Gaps in your process, feedback loop, client management, and communication. By incorporating sound feedback throughout the project the process is a lot smoother, so please appreciate this important phase!
If changes need to be made, this may require a reassessment of the budget. With most motion graphic production, there is an allotted number of hours budgeted for each project. If additional updates need to be made, the budget too may need to be updated as well.
This is just the beginning of the excitement of generating the perfect motion graphic production that you could envision.
Cheers to you receiving a great motion graphics video you are thrilled to share!
Motion graphics and animation are here to stay and are one of the best ways to tell a complex story in a meaningful way. Bottle Rocket Media specializes in motion graphics services and video production services. Connect with our team to create a brand story that is entirely your own and makes an impact.