In today’s increasingly visual world, short but powerful videos are now taking centre stage in the advertising industry. In fact, few things are as important as digital media when it comes to promoting your brand.
But here, the question is just what kind of video is most suitable and effective for ensuring that your business remains in the limelight. This is the part where 2D motion graphics come into the picture.
The world of motion graphics is becoming increasingly sophisticated, even as the software used to create breathtaking 2D imagery is becoming less expensive and more accessible. It is no wonder that 2D animation studios in London are now creating truly exceptional works of art.
From the introduction of a new movie to TV commercials, great motion graphics are everywhere. In fact, they are now becoming the standard staple for digital video all over the world.
Let us see how you can jump onto the 2D graphics bandwagon:
1. You Should Always Know What the Client Wants
All clients have their own ideas regarding the creation of truly great motion graphics work. While they may not know how to create the graphics themselves, they do have an idea or a vision that they want the world to see. Now it is entirely up to you to bring their vision to life as best as you can.
Once you are able to understand exactly what the client wants, you will be able to do the job without any back and forth involving multiple revisions. This will save both of you a lot of time and resources, and they will love you for it.
You must always make sure that you thoroughly understand the requirements of the client. It would be a good idea to discuss the concept of creative freedom beforehand, so that you will know how much leeway you have, before you start working on the project.
Here, you might need to remind them that it is not always possible to translate an abstract concept into a seamless set of motion graphics. Once both of you are on the same page, there won’t be any room for misunderstandings, and you will be able to execute the project in record time.
2. Make a Game Plan
It is not a very good idea to jump headlong into the project without a game plan. You should sit down with your creative team and start brainstorming for different concepts and designs. You can even try storyboarding or sketching an outline before you start the actual work. In fact, this is what any good digital design agency in London would do if they want to utilize their resources properly.
If you have multiple ideas on the drawing board, you will be able to determine what works and what doesn’t very quickly and with minimal effort. On the other hand, if you are not prepared, you will end up wasting a lot of extra time and energy via the trial and error process. For example, you can take the idea and sketch it on paper and show it to your client, instead of painstakingly working on the same draft on your software application.
3. Make Sure That Everything Flows Well Together
The flow of the project will tell its own story so that the audience will be able to understand exactly what is going on. Merely, throwing flashy effects won’t cut it until you know how to seamlessly merge each new transition into the next one. If the viewers aren’t able to follow along, they will become lost and confused, and you definitely want to avoid that.
4. Create an Easy Naming Structure
Many graphic designers forget this critically important step and pay a heavy price. Your motion shots will start becoming increasingly more complex, especially if you need multiple layers to create that stunning final shot.
The lack of adequate naming protocols will have you skimming through a whole sea of layers just to find one particular shot. Assigning a numerical value to individual shots and layers can help to take care of this problem easily enough.
In the long run, it will make it easier for you to cross-reference your work. Moreover, if you were to assign the project to someone else, it will be easy for them to pick up from where you had left off.
5. Decide on a Specific Style and Stick to It
You will be able to keep the viewers engaged if you have a consistent style throughout the project. If you were to use a different colour pallet for each cut, your shot would appear disjointed and very difficult to understand.
Make a few colour and font samples and show them to your client. You don’t need to create full shots here. In fact, just a few quick sketches with different options will suffice to give your clients a general idea of where you are headed with their vision.
6. Decide on a Specific Style and Stick to It
Clarity is of paramount importance in getting the message across. If the final result of all your hard work creates confusion in the mind of the viewers, your effort has been wasted, and you will have to redo your hard work.
The size of the project does not matter here. It can be a fairly simple logo animation, or a full-fledged story told via motion graphics but it must be clear. In fact, the clarity you bring to your work will always be much more important than any flashy effects you throw into the mix.
If your presentation is not concise and lucid enough, no amount of interesting special effects can fix it. There is no point in trying to hide the lack of clarity by using different types of imagery since your viewers will see through it.
Even the most amazing VFX equipped shots won’t be much good if the target audience has no idea where you are coming from. On the other hand, a simple and clear motion graphics piece will leave a lasting impression in the minds of your audience.
The above tips and pointers can help you to connect with both your clients and the target audience by creating precise and stunning 2D graphics for all occasions.
Richard Kearsey is a digital designer at Emerald Colour – a creative design agency in London that offers various services, like website design, animation, bespoke exhibition stand design, etc. He loves creativity and enjoys experimenting with various design techniques for both web and print. He also enjoys sharing his thought on the latest design trends and upcoming marketing ideas.