Design, Animation and Creativity in Motion Graphics

“What’s your job?” is sometimes a difficult question to ask. Animation is a subset of motion design, but I still often say “I’m an animator, but think more the logo at the end of a TV ad than a Disney character”.

The thing is… this is only really half of the story. To actually get great motion design, you have to combine design + animation.

While you’re designing, you have to remember it’s going to be moving. It’s no good producing a beautiful style frame that breaks down the moment someone tries to animate it.

While you’re animating, you have to remember it needs to look good. Can you pause your work at any moment, print the frame and frame it on the wall?

1. Establishing Strong Visuals

This means: Clear composition. Does it work in silhouette? Is there a grid system? Balance? Have you used negative space effectively? Everything should have been designed with purpose: The typography, the colour palette, the types of shape… It all needs to work together and all needs to look good.

2. Applying Animation Principles

To breathe life into your designs, apply key animation principles like timing, easing, and anticipation. These techniques enhance realism, even in non-organic elements like abstract shapes. Proper timing ensures that movements feel natural, while easing adds fluidity and grace. Anticipation prepares the audience for actions, making animations more engaging and effective.

Animation principles identified by Disney - the ones that bring characters to life - also breathe life into motion projects.

Anticipation, Follow Through and Overlapping Action, Slow In and Slow Out, Arcs, Secondary Action, and Timing all need to be thought about with motion design.

Even Squash and Stretch and Exaggeration have their place, given the brief.

3. Pushing Creative Boundaries

Don’t be afraid to push creative boundaries! Throughout 2024 I noticed more and more 3D elements creeping into work that was primarily 2D. The results were lovely!

I’m currently in the very early planning stages of a project which pushes me out of my creative comfort zone. It won’t be published until later in 2025 at the earliest. I think it’s essential to try new things, throw yourself into the unknown and learn new skills along the way.

Plus, pushing creative boundaries is more fun. Isn’t that why we became motion designers to begin with - to have fun?