Glossary A–ZLetter M
Motion design
Motion design is the design of moving graphics, meaning animated type, shapes, symbols and transitions, as distinct from filmed video.
It turns a static design into a short sequence of movement that directs attention and builds up content step by step.
On screens, movement is the strongest way of being noticed out of the corner of the eye. Motion design is used for offer spots, animated infographics, logos, tickers or transitions between pieces of content. Good animation guides the eye in the right order: first the product, then the benefit, then price and call to action. Animations are produced as video or as HTML5 content that is rendered on the player.
Operators should make sure the core message can also be understood in a still frame, because many viewers only look for a moment. Too much movement is tiring, looks restless and can be a strain on people who are sensitive to stimuli; rapid flashing should be avoided. Text needs enough time on screen to be read after it has animated in. HTML5 animations should be tested beforehand on the player actually in use, as less powerful devices may stutter.