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Motion Graphics (in London: videography) is undoubtedly one of the biggest trends in audiovisual production worldwide. Famous for being able to easily explain concepts and ideas in the context of small and large companies from the most diverse branches, the technique can generate great visual impact and, in general, represents a much more option […]
Motion Graphics (in London: videography) is undoubtedly one of the biggest trends in audiovisual production worldwide.
Famous for being able to easily explain concepts and ideas in the context of small and large companies in the most diverse fields, the technique manages to generate great visual impact and, in general, represents a much more advantageous option financially than other production alternatives.
In a very simplified way, Motion Graphics is bring graphic design to life through animation, that is, when elements such as circles, lines, rectangles, texts, maps, arrows and icons move in time and space on the screen to tell a story.
What few know is that Motion Graphics is a feature almost as old as cinema itself.
Frenchman George Meliés, who became known with the emergence of cinema in the late 19th century, already used some stop motion techniques, which would later influence the emergence of Motion Graphics.
From Meliés, several artists and professionals tried, with every effort, to create graphics in movements, often in a heroic way.
Over the years, techniques have evolved, software has emerged and the importance of Motion Graphics has grown exponentially, and is currently used in cinema, television, the Internet, advertising and in many other ways.
You can find out more about this incredible History of Motion Graphics in this special post on the subject.
Main Motion Graphics Styles
With this technological evolution in the Motion Graphics scene, several styles have emerged, which you can see below:
It is very common to hear the 3D expression, which represents the 3 dimensions that we are able to see. That is, when we refer to this style we are talking about images in which the idea of depth is very noticeable, perspective and an environment that resembles reality.
This high fidelity to reality is due to the style having vanishing points, shadows, reflections, lighting and realistic textures. In addition, camera movements that resemble Hollywood films are common.
As 3D animations have a lot to do with the real world, they are easy to understand. Another strong point is that they give authority to the video, since it is known that this style in general represents an investment several times greater than other techniques of Motion Graphics.
A revolution in relation to realistic styles, the premise here is not so intuitive, but it is powerful. If users are already used to the virtual environment, all that “dirt” (shadows, lighting, reflections, etc.) is no longer necessary, it is possible to simplify and make the images clearer and more elegant.
In this sense, everything that is not essential must be discarded. Then go the shadows, the reflections, the vanishing points, the gradients and so on.
The style conveys an idea of something modern and innovative and because it is simpler to do, it tends to have a more attractive cost.
The Flat Design revolution was so important that there are currently several styles that have unfolded from this initial concept. Therefore, understanding the depth of this change in the collective imagination is essential to understand the context of visual arts in the digital age.
Some of the variations of Flat Design are: Flat Design Long Shadow, Flat Design with Gradient, Flat Design Thin Lines and Material Design.
Whiteboard Animation, or Whiteboard Animation, is a style that seeks inspiration in classes and teachers, who draw and write the teachings on the board. Thus, there is a strong association with the transmission of ideas, content or even stories in a learning environment.
This style also has an intimate atmosphere close to the audience, which ends up being a great opportunity to draw attention in the crowd.
In addition to all this, this style tends to hold the attention of those who watch it, because people love to look at how images are being formed. You must have stopped by to see some street artist working on a painting, isn’t it magical?
When we refer to children’s style, we are actually talking about an intention: to reach and captivate children’s attention. Thus, several design styles can be used, but with adaptations for the target audience.
Some characteristics are the use of bright colors and a more exaggerated or caricatural style of illustrations, as can be seen in the examples in this post here.
Among the advantages of this style are the possibility of reaching an audience that in general will not be interested in other styles and also the greater potential that children’s videos have to go viral.
There are many styles of design and design in motion. To discover the many others, just access this incredible post here.
The uses of Motion Graphics
Motion Graphics is present in the most diverse styles of videos, for the most different objectives possible.
Some of the possible formats are:
Each of these formats brings its particularities and can use the most diverse styles.
Motion Graphics can also be combined with 2D and 3D animations, traditional recordings or chroma key studio. To discover several examples of videos in Motion Graphics, in these different styles, just click here.
With all this, there are two main reasons to believe that Motion Graphics will continue to dominate Audiovisual Production:
- Motion Graphics allows for a larger scale than external recordings or 3D animations, allowing the production of a larger amount of videos, covering several topics with the same budget. This point is particularly important for Video Content Marketing.
- The technique is perhaps the most effective to explain anything quickly and effectively, based on the famous Two Channel Theory, which argues that by transmitting information at the same time through two channels (oral and visual), we reach a higher level of learning and remembering.
Where to use videos in Motion Graphics?
So far so good, you have chosen the ideal style and format and already have an amazing video in Motion Graphics.
But and now? How to make this video achieve the promised results?
You can have the best video of all, but if you don’t think about distributing that content, it won’t help.
Until recently, the only sure option was YouTube, a pioneer in this field and with a history to fill your eyes. Even today it is by far the best option for Video SEO (for organic ranking of videos and the company’s website) and also offers good opportunities in its paid option, Youtube Adwords.
In this battle for Internet videos, however, another very strong competitor emerged, Facebook, which with its choice of videos has been gaining space quickly.
While Facebook offers very limited organic ranking opportunities, it’s good to remember that videos have a 135% longer reach than regular posts, you can still use the Facebook Live option which offers perhaps the best advertising platform on the internet. The paid option of the social network stands out for the reach and in-depth segmentation of the public.
Videos on Instagram are also gaining their place in the advertising pie for Internet videos, with tens of millions of people watching videos daily on the platform.
Instagram is famous for creativity. He has the highest average of users following brands and the engagement is fantastic: 10 times greater than on Facebook and 84 times greater than on Twitter. No wonder, about 40% of the platform’s most popular videos are from companies, which in 2016 obtained investment from around 200 thousand advertisers in London alone.
Another important player is Twitter, which since 2013 has started accepting video posts and has an audience that loves content from companies on its timeline. Twitter has an excellent system of Ads that makes it possible to target campaigns based on channels that the public already follows.
On the platform, videos generate up to 2.5 times more interaction and 2.8 times more retweets than text status, a great opportunity to generate more engagements and results.
In addition, unlike the famous 140 characters of texts that tend to limit communication, the length of videos allowed, up to 140 seconds, is more than enough. In London, the social network has more than 30 million accounts and the country is the second largest Twitter market, behind only the USA.
After all this, what remains is an idea that the entire video production process in Motion Graphics is very important. Paying attention to which style and format is suitable for the stated objectives is the first step towards successful production. Next, quality production and distribution are essential!
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