Motion graphics elevate graphic design to the next level by putting design elements, objects, shapes, images, and text into motion. These can be animated to add additional value to the information presented. Even without a specific narrative, motion graphics can enliven a logo, video, presentation, or social media post. They can be made using a pre-existing animation, or animation can be added to flat graphic elements in your content library using software or a visual editor.
According to a study by Microsoft, the average attention span of humans is eight seconds, and this decreases by eighty eight percent each year. This means that most online content will be scanned, with uninteresting content being largely ignored. Graphics and interesting visuals have the power to circumvent this by appealing to the senses, attracting consumer attention to give you the results you need. This is statistically proven, as it has been shown 95% of messages in videos are retained, compared to only 10% in text. This means that consumers are more likely to remember a message when motion graphics are used.
Further, according to a study done by MIT, humans can process visual information in just thirteen milliseconds. This is the reason visual communication is so effective. Motion graphics operates with these biological processes, making it an invaluable way to convey complex information.
In the case of social media posts and ads, motion graphics can boost brand engagement and awareness by making content more engaging. On Twitter, for instance, tweets using GIFs see 55% more engagement than those without.
Motion graphics are more engaging because they evoke emotion. When they are well-done, they increase likes, comments, and shares on social media sites. In fact, social videos elicit twelve times more shares than text and images combined. This makes it an ideal choice for social media posts, ads, presentations, promotions, and more. Motion graphics is a relatively new marketing medium that gives the benefit of audio, video, infographics, text content, and graphic design all rolled into one.
Motion graphics can be used in numerous channels of the marketing campaign, such as traditional television or online ads, instructional videos, tutorials, social media ads, brand promotional and marketing videos, and other diverse channels, allowing you to showcase your brand, value, and mission.
Colour grading has the potential to elevate a good image to an outstanding one, so excluding it from photographs and motion work can affect the impact of your final output.
Colour grading in motion is not a novel concept. For years, DSLR videographers have been “shooting flat”. This type of shooting avoids the amalgamation of too much information into the compressed video file. Facets like sharpness, contrast, and colour saturation should not be defined too strongly, and with good reason.
Colour is notable because, like lighting, it affects the mood and feel of the work, and therefore how the final product is interpreted. This is true for both still and moving images. A still image may often appear lifeless. A lifeless image is more simply manipulated in post-production to produce a particular look. This means that the raw file can be played with using dedicated tools, rather than just accepting the JPEG straight from the camera.
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