Motion Graphics for Content Marketing [eBook]

Understanding motion graphics design as part of your content marketing strategy

Marketing Through Motion

Created through the collective insight of nine motion graphics designers at Centerline.

www.centerline.net @Centerline

Special shoutout to Mack Garrison, Senior Motion Graphics Designer!

Motion Graphics Design

What is it?

Why is it used?

What is the process?

What makes it successful?

We will cover all those questions here.

Motion Graphics DesignWhat is ?

Motion Graphics Design, or “Motion Design” is a subset of graphic design in that it uses graphic design principles in a filmmaking or video production context (or other temporally evolving visual medium) through the use of animation or filmic techniques.

Read the definition

What is Motion Design?Watch it

Which one was easier to understand?

Motion design

allows complex information to be simplified through the use of visuals.

Allows the storyteller to shape how the information is presented in order to tell a specific story.

Motion design

Allows the storyteller to shape how the information is presented in order to tell a specific story.

Increases information retention and motivation.

Motion design

Examples

This piece enables viewers to see inside technologies with motion graphics

This piece adds humor through unique character design

VIEW A futuristic piece that engages the viewer through the use of 3D motion graphics

This 2D animation illustrates what the narrator is saying to tell a clear story

What is the process ?

2. IDEATION

3. PRESENTATION

4. PRODUCTION

I P P1. RESEARCH

(Slide 12)

(Slide 19)

(Slide 28)

(Slide 32)

1. Research Phase

Client meeting.

1. Research Phase

Client meeting.

WHAT?A meeting with the client to determine their needs. Ensure that a motion graphic piece is right for their needs.

1. Research Phase

Client meeting.

WHAT?A meeting with the client to determine their needs. Ensure that a motion graphic piece is right for their needs.

HOW?Ask the right questions. • What is the goal of the communication? • What is the emotion of the piece? • Who is the audience? • Where will the video live? • What is the context of the video? • What are the client’s personal tastes?

1. Research Phase

Conduct a Motion Brief.

1. Research Phase

WHAT?An internal meeting with the team involved on the project. The team of creatives craft a shared vision that achieves all the goals the client brought forth.

1. Research Phase

WHAT?An internal meeting with the team involved on the project. The team of creatives craft a shared vision that achieves all the goals the client brought forth.

WHY?This shapes the piece.What it will look like, how it will be promoted and what its intended purpose is. The more you can understand, the better the piece will be.

2. Ideation Phase

Establish a look and feel for the piece catered to the client’s specific needs and story.

Using the client’s brand requirements, pick and choose different elements of the brand that will best complement the story you are telling.

Utilize the brand elements to push the style to new limits.

• Browse sites like Vimeo, Motionographer, StashMedia and MotionServed

• Create a style that brings clarity to the information being presented

• Research what styles are trending in motion and why

2. Ideation Phase

Get inspired.

2. Ideation Phase

Establish a look and feel for the piece catered to the client’s specific needs and story.

The look and feel can be developed using ideation tools such as a: • Mood board • Style frame • Story board • Motion comp • Animatic

WHAT?Still image(s), quick and fast illustration of style/color/look.

WHEN?Very beginning stages, when there is only a concept in mind.

WHY?This presentation form is used when there is an idea in mind that needs to be visualized.

Mood Board

2. Ideation Phase

WHAT?3-5 still images showing the style (colors, text styles, shape and sizes).

WHEN?After the story has been developed.

WHY?*To show the client the look and feel in greater detail, better depicting the final product, without the time consumption of animating or producing all designs/frames.

Style FrameMost used ideation form*

2. Ideation Phase

WHAT?A rough layout of the script. Can be simple or complex.

WHEN?After the script has been developed. Always used for 3D or complex animations. Sometimes used for 2D animation.

WHY? To help clients visualize the look and feel and story flow.

2. Ideation Phase

Story Board

What is Motion Design?

WHAT?5-10 seconds of motion to show movement and style.

WHEN?After the story and style have been developed.

WHY?Depicts to the client what the movement in the piece will look like. Specifically, if transitions or unique movements are a major part of the story.

2. Ideation Phase

Motion Comp

What is Motion Design?

WHAT?A rough outline of the full story in motion.

WHEN?After the story, script and style have been developed. Used mostly for 3D animation. More often than not, it’s used as an internal tool rather than a visualization for the client.

WHY?Helps establish the timing before production.

2. Ideation Phase

Animatic

3. Presentation Phase

Conduct an internal critique.

WHAT?An opportunity for the team to ask each other questions about the creative elements of the piece. Creatives describe reasoning behind their decisions and the team prepares for client delivery.

To prepare for client delivery.WHY?

An opportunity for the team to ask each other questions about the creative elements of the piece. Creatives describe reasoning behind their decisions and the team prepares for client delivery.

4. Production Phase

Pre-production.

4. Production Phase

Build and design assets including:

Models

Rough cuts

Primary footage

Stock footage

B-roll footage

+ more

Production.

4. Production Phase

1. Animation

Organizing, packaging and layering assets.

2. Establish Timing

3. Create Details

Details make up only 10% of the process but can take up to 50% of production time. They are crucial to the success of the final product.

4. Production Phase

Rendering.

4. Production Phase

Rendering.The last step of the process. Applies artwork, photography, video and sound over time, calculating every frame of the combined elements. The larger the file, the longer it takes.

4. Production Phase

Rendering.

Finalize edits Create final piece+

The last step of the process. Applies artwork, photography, video and sound over time, calculating every frame of the combined elements. The larger the file, the longer it takes.

successfulWhat makes a motion graphic design piece ?

Design success Business success+The designers are proud of the final product. The boundaries were pushed towards something new and different. The client is happy.

The content was effectively activated and the message was heard. The call to action was completed. It was found by the right audience and motivated them to take action.

successfulWhat makes a motion graphic design piece ?

Design success Business success+The designers are proud of the final product. The boundaries were pushed towards something new and different. The client is happy.

These two qualities on their own are good, but the best pieces occur when both are realized.

The content was effectively activated and the message was heard. The call to action was completed. It was found by the right audience and motivated them to take action.

Want to learn more? Get in touch with us!

digitalmarketing@centerline.net

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