Animated Videos and Motion Design
While animation remains most prominent in film and television, it has also proven itself in applications ranging from medical visualization to microinteractions. What does the motion design industry encompass, how does motion design affect the business and what problems do animators solve?
What does Motion Design mean?
Motion design is a unique blend of graphic design, animation, illustration, filmmaking, 3D technology and digital product design.
Motion design is a versatile problem-solving mechanism. “That’s why you’ll find students getting jobs at Ford designing the screens on the F-150,” or “They’re working at Google on user interface design or at Imaginary Forces on creating Emmy Award-winning title sequences.”
Motion Design in the business world?
Screens are ubiquitous and interactive. Graphic elements scroll, jump and respond to touch. Animation and motion design are key aspects of UX design and brand communication. They also affect industries you might not expect.
For example, researchers found that animated videos increased adoption of farming techniques among farmers affected by poverty, low literacy rates and limited access to education.
In high-risk areas such as construction and aviation, animated simulations enhance the safety of training exercises.
The hiring process at companies involves animating within a gamified environment to assess candidates’ problem-solving skills – and creating a level playing field for those without consulting experience.
In healthcare and manufacturing, 3D animations illustrate complex processes that are otherwise difficult – or impossible – to perceive with the human eye.
The movement also unifies the brand itself. He says: Ľudovít Nastišin, Art Director of Nefkus Studio
Specializing in 3D animation, he sees more companies using motion design on the web and in social media. According to Louis, the rationale is simple: “Once something starts moving, it becomes much more engaging.”
Animated illustrations expand the brand’s narrative. Subtle motion effects make text and photos more interactive. Even brands with a typically restrained style, such as Pfizer, are adopting animated logos and signage.
In her work, Ludovét helps clients excel by incorporating 3D movement. Instead of offering character animation with its steep learning curves and equipment costs, it creates abstract animations that complement existing brand assets.
The pitfalls of creation
The specialised skills required for character animation can make it difficult to move into other roles in the creative industries. However, motion designers have plenty of career opportunities. Animators are in demand because they understand how different areas of design relate to each other.
Some animators run DesignOps, another is researching artificial intelligence at Microsoft, and a few others work as art directors, producers and production managers. “They know how to bridge the gap between the language of 2D designers and 3D designers. They see the big picture.”
Visual communication
Like colour, movement adds a layer of nuance that allows designers to communicate meaning without words, sounds or conventional symbols. As more and more organisations embrace the potential of animation, expect to see companies from a variety of industries looking for animators.
The value of designers lies in their ability to bridge different disciplines and tell stories that are not tied to traditional formats or narratives. He says: “We train them to be effective visual communicators, and you can take that skill and use it for almost anything.”