Post Production: The Art of Motion Graphics
So your video has been budgeted, shot and edited. Only one more ingredient needs to be added before it can be proudly displayed:
Graphics.
Graphics are the extra elements in your video that gives the viewer the information and instructions needed for them to take the next step. This can be as simple as names, phone numbers, web addresses or as complicated as charts, maps, or graphs. Graphics are a necessary component in most projects and their placement and appearance can elevate a great project into an extra-ordinary one.
So what does it take to make your graphics extra-ordinary and memorable?
To start, your graphics need to be able to grab and hold onto the attention of your viewer. This needs to be accomplished while creating a design look that will match the energy of your business and its story. Before a graphic can be designed you need to answer a few simple questions:
• Who is your audience?
• What is your message?
• What are your non-negotiable elements (i.e. corporate colors, a logo, etc.) that need to be represented?
Once these questions are answered the fun part begins: Designing the graphics to tell your story. These can be as straight-laced or outside-of-the-box as you desire, depending on your story. While it’s not always necessary to reinvent the wheel, some of the most memorable videos in the past are the ones that took a healthy amount of risk and creativity in the graphics stage.
Secondly, graphics don’t need to be static or fixed: they can fly, unravel, expand, zip and dance around in almost every way imaginable. Once you set your visual elements in motion, you can achieve stunning results that will instantly grab the attention of your clients.
The look of the graphics needs to fit the feel of the project, so many techniques need to be readily accessible to animate these “motion graphics”. From advanced computer programs like Avid Media Composer and Adobe After Effects to more organic methods like stop-motion animation offer the options you need to tell your story.
People respond to strong visuals, and motion graphics only help to enhance them. They have a crucial role in telling your story and need to look exceptional in doing so. When the time comes to tell your next video story, consider using animated graphics. You’ll be amazed at how far a little motion can take you.
Great posting – very helpful. Practical for beginners and for those who need a refresher course. You should teach this stuff! By the way – who are you? You should have a byline – tech pubs will want you to write for them.