Motion Graphics Design In Advertising

By Dan Boateng Posted: December 17, 2012

In recent times, multimedia projects have featured prominently in the use of animation and/or motion graphics technology in bringing life to a production. Most of these projects have been used in the advertising industry and distributed on a wide variety of electronic media depending on the target audience. Some of the commonly used media include television and computer technologies. The rise in this form of advertising is informed by the market largely as more and more companies see the need to demonstrate how their products work.

The story of motion graphics and animations in advertising did not just grow in the 21^st century. It has a long history dating back to the 19^th century even though its usage was not realized until the 1960s when John Whitney created a business called Motion Graphics Inc. Around that time, most of the productions done were for the purposes movies among which included “Anatomy of a Murder” and “Psycho”.

The advancement in computer technologies helped solve a major problem that was associated with previous technologies. The production of motion graphics was time-consuming and costly. This meant that very few people could afford the cost involved. The industry received a major boost between the 1980 and 1980s with the introduction of computer workstations such as PaintBox. Combined with the availability of software tools such as Adobe After Effects and Apple Motion, the design of motion graphics and distribution was/is very fast, less costly and accessible for wide variety of purposes including advertising, movie and television production.

When “Creating Motion Graphics” was published by Trish and Chris Meyer, the popularity of motion graphics design was given a renewed invigoration. The industry grew from using 2.5D technologies to using 3D elements. Examples of popular desktop applications used for creating graphics included CINEMA 4D, MoGraphs, AutoDesk’s Maya and 3D Studio Max. Various other animation design packages with different capabilities are available on the market. A designer will choose a software tool based on what he or she wants to achieve in the visuals.

The advertising industry is making its presence felt in the overall digital design space by tapping into the power of motion graphics design provided by digital agencies today.

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