What is Motion Design? In simple terms, it is a form, a way, a convention, and a technique for creating animated, moving images. Motion Design is used in the film industry, on television, and increasingly on the Internet – in mobile applications and web applications.
We will encounter Motion Design wherever movement, dynamics, change in time, or transformation of forms serve to add further meaning and express ideas and emotions.
It is used to improve the user experience. It is used when visual, audiovisual attractiveness is a desirable, advisable, and necessary value.
It is safe to say that Motion Design sits at the intersection of graphic design and animation, art and business, marketing communications, advertising, and the art of storytelling.
What is Motion Design?
Let's start by answering the question of what Motion Design is not. It is certainly not a new name for the art of animation.
Although Motion Design uses animation techniques, it is not about telling a story or creating a story in the literal sense of the word.
Creative Motion Design is focused on motion, which is why it is used in user interfaces of desktop, mobile, and web applications, as well as in games and everyday devices.
The appeal of Motion Design is obvious. People naturally and automatically follow movement with their eyes. That is one of our evolutionary adaptive traits. Movement is attractive to us and sends an important message.
Let's note that the movement can:
- show action
- illustrate, present a process
- visualize a change.
At the same time, movement:
- stirs strong emotions
- engages, piques curiosity
- has a strong informational potential.
The movement also makes it possible to distinguish, give meaning, significance, and prioritize. With its help, we can identify what essential, more important, and most important is.
The natural expression of moving images allows them to reflect the personality of brands, bring them to life, and mold their style.
Thanks to movement and animation, it is possible to engage the app user more easily, create an emotional bond with him, and draw him into the world of branding. Its values, emotions, and the experience it offers.
Graphic Motion Design in business
The usefulness of Motion Design in business is primarily expressed in its efficiency. Animations make it possible to convey and process information quickly. They are seen as useful by users of an application and customers.
When we talk about performance, we also mean production cost, production time, and technical issues (e.g., related to the loading speed of a website and the operation of an application).
Traditional pictures often leave a feeling of dissatisfaction. They are static and often emotionally indifferent. On the other hand, videos are much more complicated in terms of production, post-production, budget, and online usability.
If a picture is worth 1,000 words, then animation doubles that performance. We are used to such messages, we expect them and see them as highly appealing and professional.
It is important to remember that each visit, each view has a purpose. It is usually to learn more about a product, service, or brand.
The quicker and more seamless the process, the faster the user can achieve his goals and the more satisfied he is.
Motion Design has an extensive range of applications. It is a functional element, effectively fulfilling the expectations set before it.
Animations are short and not seen as intrusive, disturbing, or unnecessary. In addition, they do not weigh much and are compatible with most web browsers.
They provide users with a comfortable, very positive experience, which is extremely significant from a User Experience perspective.
It is very reasonable to use Motion Design to present products in online stores. Animations make it possible to show their attributes, advantages, and how they work.
They help present products in which proportions, sizes, detail, and mechanisms determine their appeal.
It also works well for service presentations (e.g., showing the stages of cooperation in the popular step-by-step formula). We can also use Motion Design to increase the attractiveness and usability of all kinds of tutorials and guides.
In branding, the usability of Motion Design is also invaluable.
It helps to revitalize:
- brand hero
- typography (kinetic typography).
It turns a static brand into a much more attractive, exciting, and vibrant one. It makes it possible to broaden the scope of emotional impact, to deepen involvement. Improves its memorability and recognizability.
Motion Design and User Experience
Movement is appealing. Movement stirs emotions. Movement attracts attention and engages. Movement increases satisfaction. It is much more enjoyable than text, images, or graphics.
It is a message that is easy to understand. From the point of view of User Experience, it is simply invaluable.
Motion Design will be very helpful for the following:
- determining relationships between elements (e.g., spatial, functional)
- determining states, stages
- suggesting possibilities, actions, movements
- confirming completion of activities, achievement of goals
- pinpointing details – directing attention
- determining functions of interface elements
- providing feedback, hints, and warnings.
The user interface that uses Motion Design is:
- seen as more predictable, helpful, logical
- easier to navigate
- "tangible" – Motion Design makes it possible to create, for example, impressions of softness, a reaction of an element, which is a source of enjoyment
- immersive – it allows a user to become immersed in the application and forget that interaction with it takes place via a physical device (such as a smartphone)
- seen as more "human," it is more responsive to actions and gives an illusion of interaction that is much less anonymous, soulless, and mechanical.
Motion Design is also used to create prototypes of applications. Animations facilitate a presentation of a concept to all stakeholders.
Thanks to them, we can "feel," understand and accept a future digital product.