3 ways motion graphics can vastly impact businesses
We get so sucked into the technicalities of design and motion that we sometimes forget how effective it can really be.
It's not a form of self expression, it's a selling mechanism, and we have to be fully aware of the value it brings to companies. If we don't, we might end up selling our work for sooo much less than what the company earns thanks to that awesome advert you made.
Emotional marketing: make it memorable
Emotions drive our everyday decisions. They’re what makes us buy that super cool jacket, because we were either feeling optimistic or we just felt jazzier in it. Everything that surrounds we, susceptible human beings, triggers emotion.
Emotional Contagion is the phenomenon of having one person's emotions and related behaviours directly trigger similar emotions and behaviours in other people. So if your friend tells you they got a new job with a huge, silly and ridiculous grin on their face, you’re most likely going to look just as ridiculous when mirroring that grin back at them.
This means when someone watches an awesome video that expresses the happiness and joy that comes from buying a product, your viewer is more likely to associate a positive feeling with that service, because, as we said before, feelings are contagious.
2. Could storytelling be the key ingredient?
Why is motion a thousand times more likely to convey emotions than a photo or a poster? Okay maybe not a thousand but literally 10 times more likely to share and engage with it. Well, because it includes the inducing power of storytelling.
Storytelling evokes numerous neurological responses that affect our future actions and neuroeconomist Paul Zak‘s research tells us exactly how:
During tense moments of a story, cortisol is released, which allows a person to focus. This is important in a world of dory-the-fish attention spans.
During the more pleasing areas of the story, oxytocin is released, that helps empathy and emotional connection.
Happy endings trigger the limbic system and release dopamine which makes us feel more hopeful and optimistic.
The great thing about motion graphics is that it allows us to combine powerful visual communication tools (illustration, typography, graphic design) with storytelling and motion to explain the most complex things in just a few seconds.
For consumers, seeing is believing. Visual communication helps people trust you. There's a big difference between telling someone, and actually showing someone how this service or product can be beneficial. The service or product suddenly becomes tangible and very real.
3. Does the motion and design quality matter?
The difference between good design and awesome design is effectiveness. An average kinda ok design will put the message across but, will the viewer remember it? And further yet, will they feel anything?
Great design includes a thorough understanding of colour theory, composition, lighting, typography, etc. They are the elements that create a mood or an emotion. The better you know how to use these, the better your design, therefore, the better your ability to communicate and persuade.
I’ll leave you to watch this video. Pay close attention to what you feel. Would you want to buy it by the end of it? I definately did.