Motion graphics-A complete Guide

What is Motion Graphics?

Motion Graphics is a specialized field of design that involves the creation of artwork for web, television or films such as title sequences, commercials, etc. It uses principles of video and film production such as visual effects, animation, etc., to create an illusion of movement and bring images to life. As compared to images, motion graphics are more impactful and have a higher recall. According to HubSpot, 54% of consumers wish to watch video content this year, which has an average retention rate of 52%, according to Vineyard research. The advancements in technology and the proliferation of digital platforms have provided a fillip to motion graphics as a career option. 

What does a motion graphics designer do?

The role of a motion graphic designer involves using cinematic techniques such as video and special effects to produce engaging artwork. In doing so, he/she is expected to follow directives from clients and managers, collaborate with fellow designers, and make multiple iterations in the artwork to achieve the goals outlined in the company's creative strategy.  The day-to-day work of a motion graphic designer may revolve around taking a creative brief and incorporating it into multimedia solutions, conceptualising the video content for the website and social media platforms, managing and editing graphics, designing interactive digital content such as photography, custom HTML, CSS and Javascript and offline solutions such as interactive OOH advertisements using Augmented Reality, etc. 

Where do motion graphics designers work?

Motion graphic designers work in creative agencies, advertising agencies, PR consultancies wherein their job involves catering to clients’ creative requirements, incorporating their brief into a tactical plan and executing day-to-day creative deliverables in collaboration with their team. They also work in software and web development companies, production and media houses, marketing agencies, game design firms and even non-governmental organisations. They may also choose to work in an individual capacity as entrepreneurs after acquiring a few years of experience.  

What skills do motion graphics designers need?

A flair for creativity and passion for design is all you need to get started in this field. The design courses builds a strong foundation in imagery, colour theory and visualisation. It also equips students with several soft skills such as interpersonal skills, teamwork and collaboration. A Motion graphic designer should possess strong organisational skills for end-to-end management of the production process, an in-depth understanding of 2D and 3D modelling and a good sense of time and space to forecast changes in movement and reaction. 

Moreover, new-age skills such as design thinking, problem-solving, experiential marketing have gained currency amid the evolving design landscape. Motion graphic designers should be proficient in the latest tools such as After Effects, Final Cut Pro, Cinema 4D and deploy the right mix of tools to achieve the desired outcomes. 

How do you become a motion graphics designer?

A Bachelor’s Degree in Communication Design after completing 10+2 is a gateway to an exciting career in motion graphics. Unlike other design degrees, a Bachelor’s in communication design is a holistic program structured to cater to the rapidly evolving requirements of the industry. The coursework comprises foundational aspects such as colour theory, design and visualisation principles, art history, concepts of motion graphics, etc. The pedagogy comprises a mix of classroom teaching, practical work such as workshops, guest lectures, design studio, internship, practice school, among others. 

A comprehensive portfolio is a must to showcase your proficiency and achievements. Hence, aspirants should start creating their visual library of photographs, videos, GIFs, music, etc., while learning various tools and software. Aspiring designers should be thoroughly abreast of the latest developments and trends in this space and constantly strive to update their knowledge base and skill set to maintain a competitive edge.

Motion graphics designer salary and job outlook

A salary of a motion graphic designer in India at an entry-level typically ranges between INR 4.8 lakhs per annum and INR 9 lakhs per annum. Trends such as gamification in e-learning, the proliferation of new-age media platforms such as OTT and esports imply bright prospects of motion graphics in India. The constant evolution of computer hardware and technologies will fuel the need for better graphics with visual precision and skilled professionals capable of meeting this demand. 

What are some examples of motion graphics?

Given below are some stunning examples of this technique

• Kate Spade- This luxury brand uses GIFs as an email marketing tool to stay connected with its customers

• Scribble uses videos depicting simple illustrations and mockup screens to explain the concept in a layman style. 

• Quadro highlights its key value proposition of streamlining tasks through videos using motion graphics. The simple illustration along with a dynamic storyboard helps in a nuanced understanding of the software. 

So, if creativity is in your DNA and the world of design excites you, consider a career in motion graphics. The broadening imagination of creative artists and increasing budget of multimedia production will further fuel the demand for skilled professionals and ensure that it remains a sought-after career option in India and abroad.