Motion graphics, fundamentally, blend graphics with movement. Its advent in the mid-20th century marked a transformative shift in graphic design, previously focused on static visuals.
When discussing motion graphic design, creatives highlight the integration of text and design elements animated to convey information or entertain. Unlike feature-length animated films such as Disney classics, motion graphics typically involve shorter animations aimed at informing or engaging audiences. For instance, 3D motion graphics are frequently employed in advertisements.
While motion graphics gained prominence during Hollywood's post-war era, it was the digital revolution in subsequent decades that democratized its use among a broader community of creators. Examples abound in film and television opening credits and innovative advertising campaigns.
What are motion graphics used for?
Since the 1950s, film studios have been leading the way in motion graphic design, employing graphic designers to create opening credits that not only credit the cast and crew but also capture the essence of the film through color, typography, illustration style, and the rhythm of movement.Today, motion graphic design continues to be integral to film opening credits, supported by digital advancements that have democratized the discipline for creators from various backgrounds. Beyond cinema, motion graphics find application in diverse fields such as:
⦁ TV opening credits:
TV miniseries frequently utilize motion graphics for their opening sequences. Explore the latest Netflix box set for examples.
⦁ Advertising creativity:
Motion graphics empower advertisers to develop dynamic and interactive creatives for their clients.
⦁ News broadcasting:Motion graphics assist broadcasters and journalists in effectively conveying stories, particularly during significant events like elections.
⦁ Social media memes:
Many memes on platforms like Instagram leverage motion graphics to entertain, combining imagery, text, and movement.
⦁ Website UX design:
Motion graphics play a crucial role in enhancing user experience as more aspects of daily life transition online.
⦁ Retail experiences:
Digital menu boards and billboards in shopping centers utilize motion graphics to transform static print formats into engaging visual experiences.
History of motion graphics.
The origins of motion graphics trace back to the evolution of film credits. In the early days of cinema, directors began incorporating title credits to cater to the curiosity of audiences eager to learn about the actors appearing in films.The trend of motion graphics in cinema gained significant momentum after World War II. Graphic designers like Saul Bass and Elaine Bass led a creative revolution with bold, colorful designs that brought films such as "The Seven Year Itch" (1955) and "North by Northwest" (1959) to vivid life.
During the 1960s and 1970s, other notable film title designers emerged, such as Pablo Ferro, renowned for his work on "Dr. Strangelove" (1964) and "The Thomas Crown Affair" (1968). These designers contributed to shaping the distinct visual language of motion graphics in film.
The digital age of motion graphics.
The advent of digital technology in the late 20th century had a profound influence on motion graphics design. With the introduction of the Apple Macintosh in the early 1980s, designers gained powerful tools to craft increasingly inventive title credits for both films and television shows.While the technology of the 1980s may appear rudimentary by today's standards compared to what was available in the 1960s and 1970s, it represented a significant creative leap forward. As digital technology has continued to advance, with software like Adobe Premiere and Adobe After Effects leading the way, designers' creative capabilities have expanded exponentially in recent years.
The Netflix-era of TV miniseries.
As television gained popularity, creators of popular TV shows began integrating cinematic motion graphics principles. Early TV credits from the 1970s and 1980s were rudimentary, but as TV has evolved to rival cinema, the quality divide has diminished. Presently, high-budget miniseries on platforms like HBO or Netflix feature opening credits that rival those seen in Hollywood, often showcasing memorable title sequences enhanced by 3D motion graphics.The advertising and social media age.
The rise of the Internet, social media, and digital advertising in the 2000s brought forth a new era in motion graphic design. Creative agencies started employing skilled designers to craft short, animated graphics—often with annotations—to promote their clients' products and services. These animations were frequently used to simplify intricate processes into easy-to-understand steps.Using motion graphics to inform the world.
During the 2010s, infographics evolved significantly as a medium, supported by initiatives like The Information is Beautiful Awards. With the rise of social media, many designers started animating their static infographics to create more compelling narratives, using motion to animate data and charts and make them more dynamic.Examples of motion graphics
The Seven Year Itch (1955)
The opening credits of The Seven Year Itch (1955), designed by Saul Bass, featured animated boxes in bold colors that dynamically opened, closed, and appeared and disappeared to reveal the names of stars like Marilyn Monroe and screenwriter Billy Wilder.
Game of Thrones (2011-2019)
Game of Thrones (2011-2019), the iconic HBO series based on George R.R. Martin's books transported viewers to a rich fantasy world. The design team used the opening credits to immerse viewers in this imaginary realm, taking them on a journey across a map showcasing various locations.
The ABC of Architects
The ABC of Architects, recognized as a Vimeo Staff Pick, presents a delightful animation that explores the history of architecture through motion graphic designs representing each letter of the alphabet. Created by Andrea Stinga and Federico Gonzalez.
The Life of Spartacus
The Life of Spartacus, crafted by Fiona Radford for Ted Ed, utilizes animation and a narrated storyline to recount the tale of Spartacus and the founding of Sparta. Inspired by ancient Roman ceramic paintings, the animation cleverly integrates historical visuals into its narrative.
How to create motion graphics.
Whether you're designing opening credits for a film or crafting social media posts for your small business, Adobe After Effects empowers you to animate text and images effortlessly. Here's what you can achieve:
⦁ Animate objects to move seamlessly through your scenes.⦁ TGenerate background effects like flowing patterns.
⦁ Incorporate flickering and wiggling motions with ease.
⦁ Integrate motion graphics into your videos.
⦁ Apply visual effects such as motion blur to enhance your creations.
Learn as much as you can about After Effects.
Adobe After Effects stands as a cornerstone tool in the daily workflow of motion designers. Therefore, our initial advice on mastering motion graphics creation would emphasize dedicating ample time to familiarizing yourself with After Effects.
Motion graphic basics.
To forge a career in motion graphics or to excel as a motion graphic design enthusiast, focus on cultivating essential skills, behaviors, and practices. Here are some key considerations:
⦁ Dedicate time: Mastering motion graphics requires extensive hours invested in learning software like Adobe After Effects and studying design principles.⦁ Take action: Start experimenting with basic designs early on, even with limited knowledge. Avoid waiting to know everything before diving in; hands-on experience is crucial for development.
⦁ Learn from experts:Study exceptional motion graphic designs in films and ad campaigns. For instance, analyze the opening credits of films such as Catch a Thief by renowned designer Saul Bass.
⦁ Discover your style: While drawing inspiration from masters, strive to develop your own unique visual identity. Reflect on what initially inspired your artistic journey as a starting point.
⦁ Establish groundwork: Before embarking on a project, meticulously plan it out. Motion graphics demands careful preparation to ensure the feasibility of your vision, preventing wasted hours on impractical ideas.