MOTION GRAPHIC | COMMERCIAL VIDEO
Motion graphics are digital animations or video clips that create the illusion of motion or rotation and are often synchronized with audio to enhance multimedia projects. While the term can apply to any form of experimental or abstract animation, it is most commonly used to describe the commercial use of animation and effects in video, film, television, and interactive media.
Motion graphics extend beyond the traditional methods of frame-by-frame footage and animation.
Unlike typical animations, motion graphics are not necessarily character-driven or story-based but often involve animated abstract shapes and forms, such as logos or their elements. Since there is no universally accepted definition of motion graphics, its official origins are debated. Some presentations as early as the 1800s could be classified as motion graphics. Michael Betancourt, in his first comprehensive historical survey of the field, traced its roots to visual music and the abstract films of the 1920s created by pioneers such as Walther Ruttmann, Hans Richter, Viking Eggeling, and Oskar Fischinger.
The history of motion graphics is closely tied to the evolution of computer graphics. The rise of computer-generated graphics expanded the use of motion design, shifting away from traditional optical film animation. The term "motion graphics" emerged with digital video editing in the computing world, likely as a response to advancing technology. Initially, graphics for television were referred to as "Broadcast Design."
Before the widespread availability of computers, motion graphics were expensive and time-intensive, limiting their application to high-budget film and television productions. By the late 1960s, supercomputers had begun to render rudimentary graphics, marking the early use of computers in motion design. Pioneers like John Whitney and Charles Csuri were instrumental in computer-aided animation's development.
The term "motion graphics" gained popularity with the release of Trish and Chris Meyer's book Creating Motion Graphics, which focused on Adobe After Effects. This signaled the rise of desktop applications for video production, distinct from traditional video editing or 3D programs. These programs introduced a collection of special effects, compositing, and color correction tools, occupying a space between editing and 3D in the production process. This "in-between" concept is often referred to as "2.5D," reflecting the hybrid style of motion graphics that combines both two-dimensional and three-dimensional elements.
Motion graphics continue to evolve as an art form with the integration of sweeping camera movements and 3D elements. Many motion graphic animators become proficient in multiple 3D software packages, utilizing each one for its unique strengths. Although certain trends in motion graphics often arise from the capabilities of specific software, these tools simply aid the designer in bringing their creative vision to life.
Borrowing heavily from techniques like collage and pastiche, motion graphics have also begun incorporating traditional animation methods such as stop-motion and cel animation, as well as combinations of both. Various techniques can animate the elements of a motion graphics project, depending on the software's capabilities. These elements could include artwork, text, photos, or video clips. Among the most widely used animation methods is keyframing, where specific properties of an object are defined at key moments, allowing the software to interpolate or "tween" the changes between keyframes. Computers can calculate and randomize imagery to create the illusion of motion and transformation.
These key moments or poses, referred to as keyframes or low CP (critical points), are essential in creating dynamic animations. Software like Adobe Flash incorporates both tweening and frame-by-frame animation, blending traditional and modern techniques. Stop-motion animation, the oldest form of motion graphics, has been instrumental in the evolution of cinema, offering a unique aesthetic and distinct visual effect to motion design projects.
