language of motion design

  • Posted by james rivard
  • December 13, 2017 12:44:06 AM PST

The proliferation of screens in our lives has transformed nearly every static surface into a dynamic canvas. In our pockets, on the street and projected onto virtually everything around us, technology has promoted a new aspect of our designed world: motion.

Motion design is notoriously difficult to define. It's shorthand for the longer but only slightly more helpful term, 'motion graphic design'. For many, this conjures visions of logo animations or cheesy wedding video effects. For others, it suggests abstract 3D shapes undulating in beautifully complex but ultimately meaningless forms.

Motion graphic design, it would seem, is a fairly shallow practice. All artifice, little substance. But if we reconfigure the phrase to 'graphic design in motion', it suddenly blooms with possibility. Branding Motion Graphics video sits at the intersection of many complementary fields. A small sampling from a seasoned graphic designer might include colour theory, photography, illustration and typography - all working harmoniously together to communicate messages. If graphic design were a language (and you could argue that it is), then these skills are some of its verbs. Its nouns run the gamut from branding and advertising to art and architecture.