Hello, Habr! I present to you the translation of the article “5 Reasons Motion Graphics Help You Connect With People” by Katy French.

Original article: Katy French | Translation of the article was done by motion designer Igor Tsarev.

We are big fans of motion design. This is not because he is handsome or has a cool animation. This is because motion design is a unique way of communicating. It combines all the best that is in visual communication, storytelling in movement and sound in order to create attractive content that helps brands share their story.

Motion design also helps reach people in a variety of ways and present the brand’s message in attractive packaging. (That's why we think it should be used by all content marketers.)

Ok, but what is motion design?

There may be some confusion regarding this format. Is that a video? Is that cartoons? Basically, motion design is our industry's term for animated video. These can be 2D animations, 3D rendering, or GIF files.

These may include audio, voiceover or sound effects. They may also include technologies such as 360-degree video, virtual reality, or augmented reality. But you are probably most familiar with them as animated videos.

Example: we created this simple motion design to help explain how the Google Calendar app works for the Quickbooks app.

How does motion design help brands?

A healthy content strategy is a mixture of content such as articles, infographics, e-books, and more. But there is no denying that people are more and more interested in video.

More and more media platforms support video, and people are starting to prefer - if not expecting - the information that will be delivered in this package. (According to the 2014 Levels Beyond survey, 40% of consumers said they would rather watch the brand’s video than read the same information.)

For marketers, this is an exciting opportunity to learn about motion design. Regardless of your communication needs, there are a huge number of applications of motion design at all points of interaction:

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Video content to attract subscribers on social networks: Facebook, Instagram, Snapchat, YouTube, etc. It can be educational or purely entertaining. (According to Tubular Insights , 46% of consumers said they made a purchase as a result of watching the brand’s video on social networks.)
Promotional materials: information about the company, about the product or everything that the sales department regularly transmits. (Turning this information into motion design can save time and energy.)

The 5 biggest benefits of motion design

What makes motion design so special? This is a mixture of what he does for the viewer and how he helps you tell the story of your brand.

1. He is emotionally captivating

In addition to attracting attention, motion design affects our emotions; this is actually a biological reaction. Thanks to the phenomenon of emotional contagion, we immediately empathize and reflect the emotions of the experiences that we see on the screen.

(That's why you experience physical fear in a horror movie or joy in romantic comedies.)

When you tell emotional stories, motion design gives you many tools to help you communicate. Melancholy music, powerful voice-overs and stunning visuals can work together to create an impressive story.

(In this case, motion design can give you more control over how you tell the story than other video formats; live performances depend on things like actors, sets, weather, etc. that make it difficult to control the result. Using motion if it’s on the storyboard (storyboard), you can do it.)

Example: we collaborated with an international justice mission to create a motion design to solve the problem of ending everyday violence around the world. Through audio and video, we conveyed the importance of this serious issue.

2. Motion design conveys only the essence, making information easy to understand

Visual communication is so effective because it focuses on how your brain processes information. In fact, visual processing occurs almost instantly.

( A 2014 MIT study found that you can process visual information in just 13 milliseconds.)

That's why many things are easier to understand if you can “see them.” Thanks to the visual narration, motion design helps break down complex information, delivering the message simply and clearly. This is especially useful for:

Textbooks: motion design is ideal for showing, not just a story — it is particularly well suited for creating explanatory videos (explainers).
Processes: how does something work? What is this process? Motion design is a great way to explain all this in detail.
Data visualization: Data that appears dense and impermeable can be easily revitalized with visualization.
Abstract concepts: motion design is a great tool to clarify, convey context, or explain information.

Example: we worked with Nature Conservancy to create a 3D motion design to explain groundwater-dependent ecosystems and how they suffer from over-abstraction of groundwater. It seems difficult to understand, but it makes much more sense once visualized.

3. Motion design is a passive experience.

Tubular Insights reports that consumers spend about 6 hours a week watching social media content. There is nothing surprising. We all remember why we were so happy when the substitute teacher put the video in the classroom. This meant that we should not have done anything. Same thing with motion design. Viewers do not need to read, study data or apply a lot of mental energy. They just have to press the play button and sit back.

(Remember that most consumers prefer to watch rather than read.)

When you need to get a message across, use the motion design to make the information you need easier for the audience to see.

4. Ability to use motion design in various fields

Now that social and media platforms support video, you can distribute your motion design in many places and in many ways, helping to extend the campaign’s life cycle. You can split the video into parts to create content tailored for specific groups.

You can add your motion design to your presentation or e-book. With never-annoying topics or explanatory videos (explainers), you have a well-designed unit of transmitted information that can serve you for many years.

Example: back in 2011, we created a convenient motion design to explain the value of data visualization. As data visualization experts, we wanted something that would break down the concepts of everyone: from designers to brand marketers. This video remains one of our most popular, and we constantly refer to it in our content — as much as 6 years later.

5. Motion design is great when you have little time

Most motion design lasts from 30 seconds to 3 minutes, which is incredibly useful when you need to effect as soon as possible. (This is especially useful on social networks. According to a 2015 Facebook study , even watching less than 10 seconds of a video can help increase brand awareness and generate a purchase intent.)

By combining audio and visual effects, motion design makes the most of a person’s information processing capabilities, allowing you to say more using less content. What could be explained in an article of 1,500 words can be shown in a minute.

A complex process can be visually explained in 15 seconds. The visual nature also makes motion design useful when you are in an environment where you cannot rely on sound (for example, in a busy showroom).

Example: we collaborated with NBC Universal to create a motion design that encourages Americans to reduce domestic waste. Instead of a lengthy article, this 45-second video included data from the Natural Resources Defense Council and quick advice to help viewers.

How to start making motion design

Motion design is a great tool for marketers, but only if it matches your goals and your story. Take a look at our breakdown of visual communication formats to see if motion design is the right choice.

5 reasons why motion design helps you connect with people