A motion designer combines traditional graphic design and classic audiovisual media with the latest digital technologies.  

In a world that is online 24/7, motion designers play a key role. Their goal is visual storytelling - this is where they push the boundaries between reality and virtual worlds. Whether in social media, film or interface design: information, messages, stories, ideas, concepts, strategies and brands need to be translated into moving audiovisual works in order to attract attention and interest and to entertain, surprise and inspire people.

Motion designers often work with software such as Adobe After Effects, Cinema 4D or Blender to bring their ideas to life. Motion design also combines elements of illustration, photography, film, typography, sound and music.

The role of a motion designer

The role of a motion designer is multifaceted. They are responsible for the overall visual experience and aesthetics of a project. This includes designing characters, creating backgrounds and animating objects.  

A motion designer must be familiar with the latest motion graphics trends or be a trend-setter, select perfectly coordinated colors and fonts and coordinate animations.  

These elements contribute to the overall aesthetic. They often work in teams with other creative people: Designers who create movement naturally work closely with technicians, engineers and programmers, but also with directors, authors, producers, art directors, marketing experts and musicians.

The creative process

Motion design is a multi-stage process of storyboarding, look development, illustration, animatics, timing, audio and delivery.  

The creative process of a motion designer begins with an idea. This is sketched out in advance in a storyboard. A storyboard is a visual representation of the plot that helps to plan the individual scenes and understand the flow of the animation.  

As soon as the storyboard is ready, it's time to design the graphics. Illustrations can come into play here, handmade analog graphics, typo layouts, existing templates: motion designers create or use various elements to enrich their animations.  

After the design comes the animation. This is the most exciting part, because now everything comes to life, the idea starts to move. The motion designer must ensure that all the elements move together, look fluid and leave a strong visual impression.

Good motion design should strengthen brands, enhance films and make advertising effective.  

Techniques and tools

Motion designers use a variety of techniques to create their work. Here are some common methods:

• 2D animation: This technique uses flat graphics and creates movement in two dimensions.

• 3D animation: Three-dimensional models are created and animated, resulting in a more realistic look.

• Stop-motion: This technique uses real objects that are moved and photographed in small steps.

• AI tools: Rapid progress is being made in the field of AI-generated animation - the motion designer needs to be up to date, because AI tools can be used to generate a large output in a comparatively short time.

The choice of technique depends on the project. Sometimes a combination of different techniques is best.  

Conclusion

Motion design has become increasingly important in recent years. Whether in social media, on websites or in presentations - motion design is everywhere. Movements such as glowing, flashing and pulsating surround us every day and are inextricably linked to brand identity. Brands today must therefore also exist in a permanent state of motion. They have to be in motion in order to stand out.

Motion designers use visual storytelling to bring ideas to life and help brands give character, emotion and personality and communicate their messages.

Do you need unique motion design? Then Golden Claim is the right place for you - contact us and we will be happy to advise you on your project!

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