One increasingly common alternative to traditional video is the use of motion graphics. These dynamic digital animations – such as animated text, logos, icons and infographics – can give your video an extra edge and reinforce your existing brand. Motion graphics can even eliminate the need for filmed content entirely!
Both traditional video footage and motion graphics can work well for certain types of project, so how do you decide which is right for you? Below we’ve summarised the advantages of each and when we would recommend using one or the other.
>Video works well when it is important to hear directly from the people involved. This might mean interviews, testimonials or a personal message from a company director. In these cases getting the person to talk on camera is the best way of connecting with the audience.
>If your business is built around you personally – for example professional coaching – then appearing on video is the best way of introducing yourself to potential clients, getting across your expertise and starting to develop that all-important trust.
>Video is ideal for manufacturers, engineers, or tradespeople where there is skill and craftsmanship on display. Getting the video camera into your factory or workplace can be the simplest and most effective way of showing people what you can deliver.
>For charities video is usually the best way of documenting your work in the field as well as creating an emotional connection with the audience.
>Motion graphics are very helpful if there is little to film in the way of physical premises or products. For example animated diagrams and software recordings are perfect for IT companies who might struggle to explain their services using traditional video.
>Motion graphics can clearly explain complex technical projects or processes – in recent months we have used them for animating electrical circuit boards and telecommunications architecture.
>Motion graphics can have a more immediate impact than traditional video, making them ideal for short, sharp adverts or home page videos. We usually try to incorporate elements of your existing branding, such as logos, icons or colour schemes in these animations.
>Motion graphics work very well at trade shows and expos where big, bold animations can help you stand out from the crowd. In these busy environments filmed videos do not necessarily work as well as it may be difficult to hear the audio.
Of course in reality it’s very rarely an either/or decision. We typically try to include an element of motion graphics in all of our projects, even if it’s as little as an animated logo at the beginning and end of the video. Thinking carefully about the right balance of different media will ensure your final video projects the right image for your company.
In recent years motion graphics have become ever more common, thanks to affordable software packages like Apple’s Motion or Adobe’s After Effects. The costs of production are typically much lower than traditional hand-drawn animation or more complex 3D graphics and are often comparable to traditional video work. Here’s an example we recently created for a big screen at telecommunications expo.
It’s easy to make the mistake of thinking that video is no good for your website or business because you don’t have anything ‘worth filming’. But even if you believe your business or industry is not visually interesting there are always ways to bring your products and services to life. There’s never any excuse for creating videos like this one (with Thanks to ‘The Office’!).
At Hyperfine Media we create our animated maps, logos, montages, icons and infographics in-house – but we also work with other companies who can offer more complex and creative animations to suit all budgets. As always if you have any questions about what type of video would work best for you, feel free to get in touch.