Previously motion graphics was readily accessible to filmmakers. But, thanks to the advancement of technology today, we have greater access to motion design for website and app platforms.
Motion design or moving graphics is a kind of animation that allows artists to animate graphic design elements and create a dynamic effect. One that is visually engaging.
They are applied everywhere, from websites to mobile apps, advertising, and social media posts. With motion design, we can make leaps of progress in content. It does not have to be dull anymore.
We’re not limited to the use of static images today. As a designer or marketer, you can now tell stories or express your ideas more playfully with motion design.
Why are motion graphics so compelling?
Motion graphics are so compelling to the eyes that we’re sensitive to movement.
If your peripheral vision notices any movement, it gets distracted immediately. While you’re distracted, you’re interacting with what’s moving. That movement has now created excitement.
No matter how focused you’re, your peripheral vision can detect a moving object or body outside the centre of your image. That’s its potential. So, even if the movement does not make sense or intrigue you, it’s tough to give up on the impulse to get distracted.
Now apply the science to the case of web experience. Motion graphics can be compelling for website and app interfaces. Interactive graphics will elate the user experience.
It was enough said. Let’s see what’s happening in our industry.
The impact of motion design on the UX of a website
Earlier in the days, we did not have much to do with motion design. The number of websites on the internet was scant. And animators and designers back then couldn’t do more than add colours and do text-heavy effects.
And, in the 90s, most web pages were static. Interestingly, they only survived close to 90 days on the web. Perhaps, websites were not a must-have for brands back then.
But today, websites have become a significant avenue for brands to share content and capture audiences. Today, websites are not just showcases for brands to reveal their products and services but rather a vital part of the customer journey.
So, brands have nosedived into the pond of UI and UX design to elevate their website experience to a whole new level. We see multiple uses of animation on a website.
Brands are hiring for specialized roles in UX design to help their customer gain quality insight into their product and service with a lot of ease. It will not be an overstatement if we say your website is your first impression on your customer in today’s digital age.
Since UX is essential, we can’t emphasize the need for integration design in the website’s UI to advance in content interactivityInteractivity can improve the site’s dwell time and shape your customer’s perception in a much more favourable way.
This was not possible in the earlier days.
But, courtesy of animation and motion design, we are not too reliant on words or textual content. Motion design can add a ton to any website, page, or mobile app’s aesthetic value.
These visual cues that pair with interactive motion design can help you stand out from the crowd. And have that much-needed impression on your customer for a quick and easy brand recall.
Now, let us look at some of the most relaxed UI/UX animation effects used today by brands to delight users. While these may appear small, they can make a big difference in your site’s user experience. So, don’t underestimate their use.
Loading animations
A popular UI/UX element is load animation. No one can’t deny that users don’t want to wait on your site. They will likely bounce off the web page if you make them stay.
To remedy the problem, we’ve loaded animations. These may be shown as a progress bar telling the user the site is responsive. And has acknowledged their request.
While load speed is a crucial ranking factor, it may help you to leverage loading animations if you can increase dwell time on your web page by giving more consideration to the UX of your website.
Animations can be engaging and hold the user’s attention until your page has successfully loaded. So, if your page speed is slower than 2 seconds, you may better spark your page experience with a loading animation.
Micro-interactions
These are the kind of animation effects you can trigger in response to a minor action performed on a webpage. Clicks, taps, or hover effects are examples of micro-interactions.
Tapping the Instagram Like button or tapping on a photo are two micro-interactions. You may even notice a smooth transition effect when swiping through a bender or a slideshow. These, too, are some fine epitomes of micro-interactions.
Micro-interactions may be used for the following purposes;
- Cues may be added to help users navigate through the web
- Elements may have a transition effect to acknowledge user action
In addition, micro-interactions keep the user engaged and even assured of a web page’s functionality. You may even notice micro-interactions on a sign-up form or the shopping cart of an e-commerce store.
Navigation
Navigation animations are not so common. However, these can add a great deal to the UX aspect of your website.
You must have seen drop-down menus on a web page. These are hover transitions. Not really animations. Navigation animation itself goes a step further. The hamburger-like icon may be clicked to enlarge the video.
Upon the click, the icon may take a cross shape, signalling the user that they can minimize or close the enlarged video. That is a fine example of a navigation animation.
Progress animations
Just like load animations, progress ones also reduce bounce rates and respond to visitors engaging and meaningfully. Percentage bars are more specific in use when we talk about progress animations.
It’s not just for loading web pages; progress animations are more commonplace with e-stores. You must have seen these when asked to complete a process with your shopping cart. Or even when you want to sign up for a website.
Motion design can tell brand stories.
Motion graphics in digital marketing have proven to be remarkable for branding. Brands can tell abstract concepts that require serious attention. Or for which it might be difficult for video producers to arrange for actors or artists to do the job.
In that case, motion graphics can serve as a fruitful and cost-effective alternative. Shapes in motion can tell a compelling story and hammer in the concept with a lot more ease. And using animation and motion graphics also makes up for a premium brand positioning.
Not only are you saved from public scepticism towards using actors for issues related to employee security and safety, but more importantly, getting the message across the board becomes much easier.
All in all, motion graphics can be helpful for marketing.
Final thoughts
Let’s wrap this one up. Above, we defined motion graphics in quite some detail. We understood the science behind their use and what they intrigue to our site.
Besides we also looked closely at how motion graphics and animations were in the older days. And how they’ve evolved from simple images or transitions to full-blown animations that have added solid value to the UX of a web page.
Next, we looked into the most popular motion graphics uses; load animation, navigation, progress animation, and micro-interactions.
Lastly, we discussed how motion graphics are used in today’s world to impact brand messaging, particularly for producing video content around topics that are difficult to comprehend but need serious attention and acceptance towards the message with slight reluctance.
Author Bio: Jane Collen
Jane Collen is an animation expert with over six years of experience in the industry. As a Senior Content Writer at Buzz Flick, a leading animation studio, and video production company, Jane has been instrumental in creating engaging and compelling animated videos for clients across various industries.