What makes a good motion graphic designer

Increase the success of moving images with motion design and motion graphics.

Graphics or text can be animated and staged in the most diverse ways: From a simple fade-in of elements to an elaborate 3D logo that assembles itself, there are virtually no limits. Analog drawings, illustrations as well as photography can be used for the design. Even though the possibilities of design are immense, motion graphic design should always follow a purpose. It must speak the right audiovisual language and correlate with the video.

We see the word "Breathe" in pink color and a squiggly font, which is a 3D rendering on green leaves. This is an example of the work of motion graphic designer.

Shown is a 3D render as example for the work of a motion graphic designer, which shows colorful elements, which illustrate the principle of movement.

Movement is illustrated via this representation. To be seen are in turquoise and bluish tones an abstract, dynamic structure, which is reminiscent of a flying bird.

Based on human vision

Convincing motion graphic design is primarily characterized by natural movement that appears realistic to the viewer. The representation of mechanical elements takes a special position here and appears more convincing the more “unnatural” it is, i.e. the more it corresponds to the movement of a robot, for example. Decisive in motion design is first of all the question WHAT is to be moved: Is it a stone, a balloon or a human being? This results in different values for the weighting and also for the behavior in the movement. These parameters must definitely be taken into account in motion design during implementation. Here, a high degree of empathy and also imagination is required so that the implementation can be convincing in the end.

Since motion design is the art of creating movement, the boundaries to classic animation are fluid: it is not uncommon for elaborately produced 2D and 3D animations to be used, which are appropriately incorporated into the videos.

The work of a good motion graphic designer starts with the concept

The work of a motion graphics designer is usually done in post-production, where it is incorporated into the video or film after the final edit has been completed. If a project is created purely digitally, for example in the form of an explainer video, the motion graphics are unrestricted because the digital video material can be modified at any time. However, if real film is used, for example in a film production, the motion design should already be anchored in the storyboard so that it can be taken into account during production on set. Even if the production phases take place one after the other, early communication between the production trades is crucial in order to have the full creative scope at the end.

Shown in shallow depth of field is the layer hierarchy including timeline in After Effects.

We see a laptop that is being used to work with the Adobe After-Effects program. In the crop on the left, the motion graphic designer is pictured and we see his left hand on the laptop.

In the image we can see a fictitious circular shape composed of a multitude of fictitious letters that remind us of hieroglyphics. The letters have a beige-orange color and the render is a 3D render.

Key steps for successful motion graphic design

Videos of all kinds usually get their final, convincing polish through good motion design. It is therefore advisable to find an experienced motion designer early on and bring him on board. In this way, the project can be discussed in good time and illuminated with regard to a good use of motion graphics. Based on the joint analysis, a concept for the motion design can then be developed that meets the client’s objectives. The style can vary depending on the wishes and objectives: From slim text animation in 2D to complex 3D graphics, which are incorporated into the existing video.

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