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The term motion graphics seems self explanatory. It is defined as "graphical communication that incorporates movement over time" - ok, now it sounds less simple and rightly so, as it encompasses a lot of different design disciplines, including moving type, traditional cel and stopmotion animation, film, digital video production, 3d and Flash animation and 3d and elements. All can be used individually or together by a designer to create what we now know as motion graphics. A designer can convey a lot more than he or she would normally be able to with a single image using a time frame, and can take a viewer on a visual journey using a narrative. Motion graphics is prevalent in advertisement spots and introductory program sequences and a lot of other places. In fact, you'd be hard pressed not to come into contact with motion graphics when watching television these days. Does this mean the end for print? No, not just yet. But graphic design and communication are pulling away from the printed page and embracing new technologies and the moving image, expanding their boundaries into areas not yet even explored. Motion graphics are now an affordable, viable option for those wanting to promote their business and excite their clients in a different way. Rich broadcast quality visuals and presentation is no longer the sole domain of large companies with huge budgets and production teams geared for making big screen and television. The advent of high quality DV cameras and software applications such as Adobe's After Effects, Premier, and Apple's Final Cut has given designers the opportunity to explore this area without the need for separate editing and post production departments. Work can now be created in house, in full. Special effects can now be added and editing done on the desktop. Slick television title sequences, opening film credits, dvd menus and music videos - most now feature motion graphics. Take a look at a few and you will get an idea of what is currently possible. Visually stunning footage can be created using this new media - high quality video can be shot and treated, edited and mixed with animated elements, 3d, typography and special effects so that a business can add narrative and energy to their promotional material, as well as place their message in a multitude of areas alongside their print or web campaign. This could include dvd menus, sending dvd video alongside existing brochures, creating titles for a trade show or making a corporate sales presentation more engaging. Your clients' imagination will be better captured using well designed and slick motion graphics than it would a drab Powerpoint presentation or poor display boards.
With Macromedia's Flash application already making streaming audio and animation possible over the internet, you can be sure that designers will start to push the boundaries of multimedia web content with high resolution video production and motion graphics. Looking further to the future, with integrative technologies merging television, the internet and communication, well produced motion and video will be more and more important for those who wish to be promoted and noticed.
Ian Grainger is writing on behalf of Fluid Creativity, specialists in web design and motion graphics.
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