Motion Design: How

Motion Graphics Influence

User Experience
Animation in web and mobile interfaces has been an issue
to consider and discuss in recent years. Let’s review some
insights on the impact that motion design can have on
user experience.
 What Is Motion Design?

Many people are unaware of what precisely the term ‘motion design’

means. Let’s shed a little light on it. First of all, the term ‘motion design’

is a short form for ‘motion graphic design.’

As the name suggests, it is made of three elements: motion, graphics,

and design. It is a combination of graphics that are moving in space and

time.
As technologies continue to create innovative solutions in the world of

experiential design, motion design is becoming more and more common.

It was initially used as an application in film making and video production

through the use of animation and visual effects. Some of the most

common examples of motion design are:

● animated films,

● videos,

● animated text,

● web-based apps.
Designers use a variety of software and other tools to create motion

graphics. One of the most popular tools used by motion graphic

designers is Adobe After Effects, which allows for creating and modifying

graphics with an added element of time. Adobe Flash is also used to

create motion design for web-based applications. Other professional

motion graphics tools include Maxon Cinema4D and Softimage.

A typical motion designer should be trained in graphic design and should

be an expert in integrating the elements of time, sound and space into

the existing model. Most motion designers have a film or animation

background which makes the job even more comfortable.

In short, motion graphics include everything you see on the TV at the

beginning of a news program, cartoons, character animations, animated

typography, explosion scenes in movies and other visual effects. Almost

anything that wasn’t shot on camera and isn’t considered special effects

can be categorized as motion graphic design.

So, whether it is combined into a real-life video or a whole series of

moving graphics, it is considered to be motion design.

 Why is Motion Graphics
Design Important?

Thanks to social media, humans are now consuming a massive amount

of content every day. People scroll through their social media news feeds

to find something eye-catching and search for easily digestible

information.

According to research by MIT, a person can process visual information

in as little as 13 milliseconds which proves that the human brain process

information presented through visuals much more easily. Another factor

is that many people consume social media content while their phones

are muted. So, the need to communicate your message through only

visuals is even more critical in today’s world.

This is why marketers all over the world are using motion graphics to

capture their audience’s attention successfully.

Here are some techniques in which marketers can use motion graphics

to fulfill all their communication needs:

● Traditional ads: Marketers can use motion graphics in online

videos or television commercials to showcase their products.

● Promo videos: All sorts of editorial or advertorial videos such as

viral videos, case studies, testimonials, user reviews are included

in this category.

● Explainer videos: Most people use motion graphics in explainer

videos. They include introductions to new products or services,

overviews, business processes and tutorials.

● Social media videos: Another popular form of motion graphics

include social media videos which are created to engage followers

on social platforms like Facebook, Instagram, Snapchat, YouTube,

etc. According to research by Tubular Insights, 64% of consumers

are convinced to purchase a product after watching a video on

social media.
 How Can Motion Design
Enhance User
Experience?

Marketers work hard to come up with an impactful content strategy that

contains a little bit of everything, including articles, infographics, videos,

and more. However, there is no denying the fact that people prefer

videos more than any other format.

According to a survey by Wyz Owl, 81% of businesses use videos as a

marketing tool because it encourages engagement and improves the

user experience.

Here are some other ways which make motion graphics so special and

how they can help you tell your brand’s story.

1. Create Emotionally
Captivating Content

Apart from being a medium of grabbing your followers’ attention, motion

graphics also play a vital role in capturing a viewer’s emotion. This is a

biological response. Thanks to the phenomenon of emotional contagion,

viewers immediately empathize with the experiences and feelings that

are depicted on a screen.

Hence, when a brand showcases emotional stories through motion

graphics, they manage to make a point much more easily. Take a look at

the video below which was created in collaboration with International

Justice Mission to spread awareness around everyday violence all over

the world.
 2. Helps Understand Complex
Procedures

Motion graphics distill information so that they are easy to comprehend

for a typical viewer. As we discussed earlier, data is relatively easier to

digest and remember when it is displayed in a visually appealing way as

compared to reading them in a monotonous series of words. This is why

motion graphics are used successfully to create videos around

processes, data visualization, and abstract concepts.

An excellent example of this point can be seen in the motion graphics

video developed by The Nature Conservancy.

Viewers are introduced to groundwater-dependent ecosystems and how

groundwater withdrawal affects them. It sounds like a difficult concept to

understand, but it all makes sense once you see the video.

3. Reflects Your Brand’s

Personality

Motion design is a surefire way to show your brand’s personality to your

followers. If a brand is playful or serious, the animation should show the

same. This is why designers are learning how to incorporate design for

motion.
While motion in branding may not be a new concept, it is becoming

common nowadays. Read this article to see the best examples of how

motion graphics can bring a brand’s personality to life.

 4. They Make an Impact in a
Small Period

Most motion graphics range anywhere between 30 seconds to 3 minutes

long, which is extremely helpful when you need to make an impact in a

short period.

Animation about cybersecurity systems by Folio Illustration Agency

Explainer video about how Mango Animate animation maker works

Motion graphics utilize an average person’s information processing

abilities and lets you create a significant impact with less content. What

makes a 1500 word article to explain in words can be visually

communicated in less than 15 seconds. It’s a perfect alternative for times

when you have less time to make an impact.

Conclusion

Remember, motion design should never be an ornamental thing. It

should help improve the user’s understanding of your brand. Motion

design is an excellent tool for marketers. Align motion graphic videos

with your goals and brand story to provide a user experience like never

before.