Animation and Motion Graphics

Learn the difference and explore 5 ways they can benefit your next piece of video content

Animation and motion graphics can help audiences understand complex ideas, remember key messages, and connect with your brand in a way that helps you stand out in the process.

But what’s the difference between animation and motion graphics? And how can you use them effectively in your next video?

Animation vs. Motion Graphics: Learn the Difference

In the world of video production, animation refers to moving imagery – often being complex, character-driven, or telling a narrative. It can be used to bring more abstract concepts to life or visually explain how something works. 

Below is an example of a 3D animation by Urbancroft Films for The Mackay Clinic. This animated diagram of a ligament helps to easily visualise a medical procedure, making it accessible to the average viewer.

Also for The Mackay Clinic, we have an example of 2D animation used to tell Gordon Mackay’s story, as he embarks on his journey to create the Internal Brace procedure. Both of these films cover his start in sports medicine, but each can be used for different purposes and audiences. For instance, the first focuses on visualising a ligament – for viewers in search of a more technical resource, while the latter tells Gordon’s story in an entertaining and informative way for wider audiences.

Meanwhile, motion graphics refers to a type of animation that gives movement to graphic design elements such as logos and infographics. It tends to cost less than a fully animated video, but can be just as effective in its own way: often signaling important information, helping audiences follow a story, or making branding stand out. 

Here is an example from a film about STEP (Scotland’s Tertiary Enhancement Programme), exploring how the programme enables Scotland’s colleges and universities to work together to improve and enhance learning, teaching, the student experience, and staff development. Animation was used throughout the film for text, infographics, and illustrations.

Now that you know the difference, let’s dive into five ways these techniques can benefit your company…

1) Keep Audience Engaged

Sometimes, viewers’ attention can shift if they are presented with simple static images. When you introduce the power of video – especially video with engaging animation and motion graphics – that’s when you can really captivate your audience!

These graphics introduce movement and variety, giving your existing footage a greater visual impact and helping to maintain attention throughout your video. Elements such as dynamic lower thirds or on-screen text add a new dimension to content, helping to smooth out transitions and keep viewers engaged throughout. 

2) Simplify Complex Ideas

Some ideas are difficult to explain with words alone. Instead of just having a voice speaking to viewers, graphics can make complex ideas instantly clear. From difficult concepts to data sets, visualising information allows audiences to see how something works rather than simply being told about it. 

This is particularly useful for industries where products and services are technical or difficult to show on camera, such as the 3D animation example from The Mackay Clinic. Animation and motion graphics can also be beneficial when certain concepts are unable to be filmed – such as a fictional story or an event from the past. 

3) Help Viewers Retain Information

Graphics often act as dynamic, memorable visuals that can signal when things are important. By combining video/audio information with relevant on-screen movement – such as icons or pop-up text – you give viewers another way to process and remember your message. 

This example from Clyde Gateway uses a moving line to show the transfer of water between energy centers and connected buildings, providing viewers with a visual representation of what is going on underground. 

Take a look at how graphics can be added inside a live action environment rather than in a section of their own (as seen in the aforementioned examples). 

4) Distinguish Branding

A great feature of motion graphics is the ability to add movement to logos or static images, creating a distinctive style and brand identity for your company. Rather than simply using a static logo at the beginning or end of a video, animation can create a consistent look and feel throughout your content. You’ll see this with our own logo on any of the video examples!

5) Make your Marketing Stand Out

Corporate videos don’t have to feel boring or stuffy. Any type of animation or motion graphics adds a creative touch to your material, making video content stand out from your competitors. 

It doesn’t have to be elaborate – sometimes, a subtle movement can have a big impact.

This example from Proptimo only uses motion graphics around technology in the video, reminding viewers of the power of their software. Even a small amount of movement can reinforce a message and make a video visually distinctive.

Outside of Corporate Video

Animation and motion graphics can also be used outside of corporate films. These techniques can be applied across sectors and video types – from live performances all the way to sports documentaries. This example from an educational series for BBC Ten Pieces uses animation to aid in learning, encouraging students to explore and be creative with classical music.

Our Services

At Urbancroft Films, we can help you decide what techniques and style will have the biggest impact for your company, bringing your ideas to life. Our team can create visuals that work alongside your footage and support the story you’re trying to tell. 

The best motion graphics and animation have a purpose, helping audiences to understand, remember, and connect with your message. Have a video in mind? Get in touch with us today and see how we can take your video to the next level.

We’re always excited to take on new clients. Urbancroft Films offers full end-to-end, award-winning video production services across the UK and beyond. For anyone, anywhere, and for any purpose.