Communicating with movement

How does it work in practice?

You can call us and tell us; do me something with moving images because our brand story on the website is so boring. That's possible! But hey, it's not convenient. We would rather look at the bigger picture with you. With motion graphics, we at effectgroep* like to give a brand that little bit extra, make complex information or tough data such as statistics accessible in an understandable way, or ensure a spectacular opening of an event. Usually in combination with appropriate music and effective copy. But what is it exactly and what can you do with it? Our motion graphic designer Mariska likes to talk about it, but would rather show it off.

Animation is the illusion of movement by playing different still images one after the other. I'm a fan!
Mariska - Motion Graphic Designer

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From prehistoric times

Motion design — the abbreviated version of motion graphic design — is part of animation. It is all the moving image that is not filmed, but animated or drawn. You could also say: motion graphic is to inform and animation to entertain. With moving image. Point. So it's actually that simple. Or not? Fortunately, we can tell you more about it.

Or well, Mariska says: “Animation is the illusion of movement by playing different still images (frames) one after the other” and that has been around for a long time. Even in prehistoric times. At that time, they made cave paintings with animals where you see multiple legs, which suggests movement. Super smart!

And Walt Disney of course, we all know them too. He has quite a list of animated movies to his name. And then Pixar came out with 3D. We are already completely used to that, too. In addition to these digital 2D and 3D animation techniques, I find stop motion also very interesting and fun. Here you use real materials, which you move step by step and take a photo of each step. Take all these steps one after the other and you have a video!

Well-known stop-motion productions include Miffy and Loeki de Leeuw. And the Dutch film Mustache Recently, he even won a number of Golden Calves. You can also make stop motion very well with clay. Do you know Pingu still? Or Shaun the Sheep? I'm a fan!”

Overload

The possibilities of motion design are literally endless. You can put all your creativity into it. The only limitation you have here is yourself. And that is also the immediate danger. Because of the freedom and enthusiasm, there is a risk of an overload. So always remember: does it suit my brand or organization, does it really add anything and what do I want to achieve with it?

For each assignment, Effectgroep* works with communication advisors and UX designers to maintain the right balance between still and moving images, but also to keep an eye on the entire story. With the right addition of motion graphic, what would otherwise be static and flat comes to life.

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From concept to animation

Effective motion graphics/animations require a clear script to begin with. What is the goal? Does the viewer need to learn, remember something, or be activated? What is the target group and what feeling should it evoke? And then there's the content. With motion graphics, you can convey a lot of information in a simple way. This often happens in combination with a voice-over. The combination of images and storytelling makes it accessible to the viewer.

With a clear concept in mind, a storyboard is then created. We visualize the concept and outline the story picture by image, and also clearly indicate the transitions between the different parts. When the storyboard is final, we develop the animation. This can be done in 2D, 3D or a combination of the two. The voice-over, background music and sound effects are of course adjusted to the timing of the images.

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3 reasons — in good Dutch ;-) — to choose motion graphic design:

• Let's get digital — Nice to have a printed folder or a business card with your logo on it. But that can of course be much more fun. Bring life to your logo with an animation.
• Simple to share — How easy do you want it to be? Showing who you are or what you do? With a short animation, it's clear in 2 minutes.‍
• Show your know-how — Show what you have at home. Whether it's about knowledge, creativity, or important information that visitors to your website need to be able to understand, delivering a complicated message really goes much better with a dynamic explainer.