What's motion design?
You've heard it and have no idea how to think about it?
Well, don't worry, everyone's been there. Motion Design is fairly new slice of the creative industry, which in fact is just a mix of three more popular categories:
- Design - Shit's got to look good.
- Animation - it needs to be moving.
- Filmmaking - and each of those movements need to have a purpose.
Wrapping your head around the concept of motion design can be very easy when you look at the examples which I seperate into two main categories - Classics, and Modern.
The Classic examples can be found in your TV, when you look at the youtube videos, or in cinema. They range from:
Ad agencies working with motion design studios to advertise products, ideas, shows, film premieres, and well, everything basically.
Sometimes brand needs a little bit more of visual explanation for anyone interested in their services.
Part of the advertising category, but huge enough to be given its own examples.
Every other startup either have one, or is in the process of getting it right now. Examples below are a bit extreme, but I'm not going to share the ones that I find ugly (but if you really want to know how bad it can be - just google 'startup explainers').
Short animations that are being played before conference (to announce it) - during (as a launch event) - or after(as a recap). There's of course a lot of Film Title Sequences in this category too, but this time I'm focusing more on the title sequences for festivals, conferences and events.
Trailers, teasers, cut-in scenes. Every modern game need motion design to help tell the story of their heroes.
Pure creativity in the form of motion designed music videos. With software being much easier these days - anyone can create stunning visuals to music that they love, or were simply hired to create something for.
Natural next step in the evolution of architectural renderings, but this time instead of simple picture, architects around the world started to employ motion designers to help them visualize their creations in much deeper context, adding animated people, weather changes, and even computer generated characters.
Most of those have already established rules, and certain practices. There are huge studios employing hundreds of people for single commercials, the same way as there are thought-leaders and famous creatives, who co-created motion design in general (more about those people later).
But the second main category is in my opinion much more interesting - The Modern use of Motion Design, and to help you understand, here are some of the examples:
One of the biggest niches of the modern motion design. Every application needs animated user interfaces, to help guide users, explain, provide context, show notifications, and so much more.
Idea to project moving images onto physical objects been around for a while now, but people still find ways to surprise and amaze crowds during sport shows, or private performances.
Up to 80% of social media users don't watch videos with audio on, and apparently animated subtitles solve this problem in a very elegant way. This solution provides better understanding of given action, and helps people with hearing problems to grasp the action quicker.
Most people don't know that most of those artistic installations actually use motion design to drive performance of certain show elements, such as lights in those two examples here.
One of the most recent uses of motion design. Creating VR experiences is entirely different game here, it's much more about creating a vibe, and giving the viewer certain experience to go through, rather then showing them precisely edited content.
When brands launch, or relaunch their visual identity, they often use short animations to announce that to the world.
Physical places covered with (most of the time) LED panels. Foyers, Billboards, public spaces.
The best part is - everyone is able to come up with the new use for it. I'm seriously motivated by thinking how much stuff you can actually create if you have some creative insight.
Imagine having a kickass jacket, with crazy glitchy animations all over it, how cool would that be?
Now you should have some basic knowledge what motion design is, and I really hope this short collection gives you an idea how diversified and unexpected this industry can be, and maybe you are the one to bring something new to the table? :)
PS. I'm well aware that there are many sub-categories of categories I've mentioned, and I'd looove to go in depth about each one of those, but at the same time I really don't want to bore you with the details. If you are interested in particular category, either let me know, or just patiently wait - I will go over each one of them soon.