Motion graphics is becoming more popular – many businesses are starting to learn the term when it comes to video, but in practice, the ‘graphics’ part is often lacking.
Often when a business is discussing creating a new video, they talk about the animation and the scenes, but often the conversation about the design style and illustration isn’t there. It’s kind of overlooked and taken for granted like it’ll just appear and look good.
The first brief is often ‘explainer video, maybe with icons’, but that’s so vague and samey, will that be the best route to tell your business message?
An original design concept with bespoke illustrations can lift the video and be so much more impactful – which has a real effect on sales and engagement.
But talking about design is sometimes difficult for clients – they don’t know where to look for references, and they may not be able to articulate what they like. But this is where studios need to have the knowledge to guide them properly.
There is a lot to consider with design – it’s all about the relation to your audience. In essence, the design will help show them how to feel, and what information is most important.
An animated video for 20s aged entrepreneurs needs to look and feel quite different from a video for internal communication purposes.
The video is also representing the brand – so it needs to look right. You may choose for it to fit in with your other branding materials or may decide to create a new campaign, or it can be stand-alone. Either is fine, but it needs to be a considered choice.
Making the video match your branding precisely as an automatic response without thought, can be restricting and potentially bland.
Design in video needs to achieve a few things:
- Clearly communicate the story
- Have the right tone
- Align with the brand
- Be cohesive
- Be unique
Picking a design-forward studio
A studio with a dedicated designer is an excellent place to start. Often the role is lumped in together with the animator. While very few can be great at both, in general, it means they’re mediocre at both tasks.
If they can’t draw, they may be reliant on stock vector images. Meaning the look can change from scene to scene unintentionally (affecting the tone), and it will probably have the same 2D flat graphic look we see so often.
A dedicated studio motion designer or illustrator will have background artistic knowledge, for example of the significance of colours, tones, shapes and textures. The use of these seemingly simple things can change the mood or feeling of a video.
Unbalanced design layouts or colours with no visual hierarchy, especially where any text is involved, can leave the audience missing the point.
The video studio will know when and how to use characters – do you need a key person who tells the story, background people, are we personifying objects?
Characters can increase the bill, sometimes by more than you think, but in the right video, it’ll add so much more in the long term.
Someone with the background of business and the skills of an illustrator or designer can make reliable recommendations for each of these points and more.
Motion design-led workflow
It starts with research about the business at hand, the audience, a look at competitors and any references the client likes.
This research will help inform and is combined with Art direction – usually from the design lead or creative director. Art direction is often not spoken about at all in business video, especially at a low to mid-end. In simple terms, they create the entire concept of the video.
The research and art direction helps give the creative studio a full picture of the target. Then all design and motion can be aimed towards this target.
It continues through pre-production with style frames. These are just a few fully illustrated images from the storyboard that show the intention.
A high-end creative studio or a bigger budget video may even produce 2 – 3 image concepts to review – giving the client full information and choice.
The client can make sure it aligns with their ideas before the studio has gone too far – as changes later down the line are always more costly.
They may also show a full sketched out storyboard, so the business can virtually see the story before full design even starts.
After dialogue and approval of the initial concept, frames and ideas, a design-led studio will produce the fully illustrated storyboard, complete with extra notes about movement and feeling.
Leaving the design to chance, is very risky and means the video may not be what you expected, or want, at all. So any savings made on cost at the start, are turned into a loss.
This method, with rigorous pre-production and client involvement, means that the animator has a clear idea of the flow, and can focus solely on making it move seamlessly.
The result is reliable, as you’ve already seen various illustration stages and exciting, as it’s a bespoke video with a well-thought concept.
If a studio doesn’t offer any interim approval stages for design, put simply, you are risking your time and money.
And next time if you want ‘an explainer video’ talk to the studio about different creative options. You don’t want to end up with the same kind of video you see everywhere and fade into the sea of boring business videos.
And if you don’t have a clear idea, It should be up to them to guide you correctly – and show you what can be done.
If you want any help with design for video, just send us a message!