Today, one of the biggest challenges that brands face is to catch the attention and interest of their public who is constantly overexposed to an endless amount of different content which they get from different media. The way of promoting products and services has changed due to technological developments, going from plain and inanimate images to content brought to life, takes the public through a burst of color and movement.
This has been one of the purposes of the audiovisual production techniques in which the motion graphics are very important when communicating a message.
No wonder HubSpot’s Marketing Trends Report of 2022, found that 59% of professionals use video for their content marketing strategy, while 76% of professionals confirm the video format as the most effective technique after doing a survey on 1.000 global marketing professionals from B2B and B2C brands.
Also read: Importance of audiovisual content
Another report reveals that one out of four marketing specialists (or the 27%) that use the video format, confirms that it is the content which produces the highest return on investment.
When thinking about the best strategy to stick in the minds of our audiences we must come up with light and easy content. If we are planning on saying something, let’s say it ‘with movement’.
How do Motion Graphics work?
Motion graphics are audiovisual pieces where graphics and abstract designs, that were originally static, come to life through movement, visual effects, deformations and transformations.
Obvious transformation of texts and figures is created by deforming the general appearance like size, grading, transitions between elements and movement with special effects. Through these movements, a sequence that takes a message or tells a story in a dynamic way is produced.
While on ‘regular’ formats the movement is based on references from nature in order to animate a human figure or an animal, motion graphics don’t have a predefined or ‘natural’ form of movement. Following this idea, there is no reference on how the shapes, typography and diagrams move, allowing the designer to use different movements and speeds how he thinks is best.
The key aspect is the creativity with which the elements that make up the audiovisual pieces are brought to life, making it more human in order to create closeness with the audience.
Types of Motion Graphics.
As a specialty associated with animated graphic design, motion graphics have hundreds of uses, the elements that compose them can be included in many creative ways based on the goal we want to achieve or the impact we wish to have.
For the purpose of this article, we will divide motion graphics into two groups that will be used as a reference to identify them throughout this piece.
2D Motion Graphics.
2D Motion Graphics are ‘plain’ designs because they only have two measurement indicators: height and length.
These are frequently applied on infographics or animated graphics and are perfect for bringing complex data like statistics and budget reports to life, because they make it easier for the audience to understand them.
This audiovisual technique is used by big brands to create generate interaction with descriptive audiovisual pieces not just internally but also externally through their social and mass media.
Another advantage is its flexibility because when working with due dates for presentations and such, it is really important to have a chance to make quick adjustments which is possible if using this technique.
It is advisable to use softwares like After Effects, Illustrator and Photoshop to create 2D motion graphics.
3D Motion Graphics
Three-dimensional designs (3D) are graphics that are placed over three measurements: height, length and depth.
Although this type of design is a little bit more complex than 2D graphics, this tool is used by many brands, not only to provide information about products or services, but also to include in communication strategies to give more dynamism to the message.
By being moving art, audiovisual pieces with motion graphics captivate the public easily, But when it comes to 3D, the impact is more significant. This technique also provides a positive perception to the audience by showing a more dynamic and professional image.
Since 3D graphics designs require more work and dedication in order to achieve the desired depth effects, It comes off as a more detailed job in terms of creativity and artistic skills.
To make 3D motion graphics, more complex softwares such as Cinema 4D, Houdini or Autodesk 3Ds Max are used.
How to include Motion Graphics in a phygital experience?
Phygital experiences (digital+physical) are a global trend which has positive results on engagement rates. Its main component is creativity, by finding in different resources an effective way to communicate the message to our audience.
One of these resources are motion graphics, which adjust to different formats and can be an important element when creating certain contents. One example is mapping, in which figures, colors, visual effects and movements can help us achieve a truly immersive experience.
An interactive wall where buttons and mapping are included through electronic conductive ink or proximity sensors which allows the user to touch the surface and control the animated contents.
We can also use augmented reality to make data more appealing so the way this information is presented is entertaining.
Another digital tool used in pharmaceutical marketing.
As we have pointed out in other posts of this blog, pharmaceutical marketing comes along with EMC-Continued Medical Education, defined as the set of activities that allow the healthcare professionals to update their knowledge and improve their skills.
With this in mind , digital tools and virtual scenarios are included in communication strategies which contribute to the audiences’ knowledge that each day becomes more demanding when engaging with a brand.
Nonetheless, it’s important to learn to stand out even when using these tools and do things outside the box.
Advergaming has an additional connotation in the pharmaceutical field which is related to the contributions of healthcare professionals’ knowledge , to strengthen certain skills or to receive a reward for doing something specific. It is a gamification component that contributes to their education and mission to create actions to care for life.
Also read: Benefits of Gamification
Playing while learning is the simple definition of this tool which develops a bond with the user by tuning with their minds. If it turns out to be innovative, it can spread quickly among users who will be able to make it go viral.
Advergaming is a differentiating factor in the pharmaceutical industry which is becoming more involved and daring in the use of new technologies and is looking for interesting content to share. What better way to do it than by mixing graphic design techniques, audiovisual production and digital experiences?
Chroma Key or Green-screen display is an audiovisual technique in which, through an editing program, backgrounds, images or characters in photos or videos are embedded, helping us simulate or recreate different spaces without physically being in them.
It is possible to place moving texts or figures over videos so that the storyteller can make more illustrative ideas on the same stage and also have a presenter capable of explaining a statistics report while numbers and moving graphics appear around or beside him.
Motion Graphics in green screen are used for audiovisual informative pieces, where important data of complex topics, investigations, surveys, statistical data or financial statements are delivered.
We are a Colombian agency with motion graphics services for your digital strategy.
As a company specialized in pharmaceutical digital marketing, at Igloolab we have included investigation, science and creativity in innovative formats that have revolutionized knowledge management in different audiences.
We focus on setting new standards to offer innovative tools to our clients. Among the techniques we use to create dynamic content, we use motion graphics mixed with other formats from phygital technologies like holograms, mapping, virtual reality, augmented reality, 360º videos, among others.We develop and implement marketing strategies, based on information backed up by science, guaranteeing high engagement rates among brand audiences who decide to take the risk of being innovative and disruptive.
Luis Alfonso Ruíz