Motion graphics have become an essential part of modern digital communication, transforming static content into dynamic visuals that capture attention and convey messages more effectively. Whether you’re crafting a social media ad, a YouTube intro, or an animated explainer for a business, understanding how to create motion graphics is a valuable skill in today’s visual-centric world. In the UK especially, creative industries are booming, with animation and design playing a central role in marketing, media, and entertainment. This guide will walk you through the process of creating motion graphics, from the initial concept right through to the final render, all in a way that’s accessible to those who may be just starting out, as well as insightful for those with a bit more experience.
Understanding What Motion Graphics Are
Before diving into the creative process, it’s important to understand what motion graphics actually are. At their core, motion graphics are animated graphic design. Unlike traditional animation, which often focuses on storytelling through character movement, motion graphics centre more on text, shapes, and abstract design elements brought to life through motion. They’re often used in marketing videos, title sequences, and corporate presentations because they can simplify complex information and make content more engaging. Motion graphics can be 2D or 3D, minimalist or complex, and can include sound design to further enhance the visual impact. While the term can sometimes be used interchangeably with animation, motion graphics are specifically rooted in the world of graphic design with a focus on movement and timing. The ability to create professional-looking motion graphics opens up a wide range of opportunities in creative industries, and with the rise of platforms like YouTube, TikTok, and Instagram, there’s an ever-growing demand for high-quality visual content.
Planning Your Motion Graphics Project
Every great motion graphic starts with a solid plan. It might be tempting to jump straight into After Effects or your software of choice, but a bit of preparation will save a lot of time and confusion later on. The planning phase typically starts with understanding the goal of the project. Is it to promote a product? Is it an educational explainer? Or is it something artistic for a personal project? Once the goal is clear, the next step is to develop a concept. This might involve sketching out ideas, gathering visual references, or writing a short script if your animation will include voiceover or text. In the UK, especially in cities like London and Manchester where creative agencies flourish, it’s common practice to storyboard the motion graphic. A storyboard is a series of still frames that map out how the animation will unfold. These can be rough sketches or more refined designs, depending on how far along in the process you are. The idea is to establish the pacing, transitions, and key moments in the animation. Without a storyboard, you’re essentially animating blind, which can lead to inefficient workflows and inconsistent results.
Choosing the Right Software
Once you’ve got your idea fleshed out, it’s time to pick your tools. Adobe After Effects is arguably the most popular software for motion graphics, particularly among professionals in the UK and worldwide. It offers a powerful set of tools for compositing, animation, and visual effects. If you’re just getting started, After Effects might seem a bit overwhelming, but there are plenty of tutorials and templates available to ease the learning curve. For those looking for alternatives, software like Blender (which is free and open-source), Apple Motion, or even Canva’s animation features can be good options depending on the complexity of your project. For more design-oriented elements like illustrations or typography, you’ll often use Adobe Illustrator or Photoshop in conjunction with your animation software. These tools allow you to create clean vector graphics or detailed raster images that can be imported into your animation workspace. A typical motion graphics workflow might involve designing in Illustrator, animating in After Effects, and editing the final output in Adobe Premiere Pro.
Designing Your Elements
Design plays a huge role in how effective your motion graphic will be. This includes not only the overall look and feel but also the layout, colour scheme, typography, and visual hierarchy. It’s important to keep the target audience in mind during the design process. If you’re creating content for a corporate client in the UK’s financial sector, for example, you’ll want a more polished and restrained aesthetic compared to a vibrant animation aimed at a youth lifestyle brand. When designing for motion, always consider how each element will move. Design choices should facilitate animation. For instance, breaking a character or object into separate layers can give you more control when animating different parts. It’s also a good idea to name and organise your layers clearly, especially if the project is being shared with collaborators. Motion designers in UK studios often work in teams, and keeping files tidy is considered best practice.
Animating Your Graphics
With your assets ready and imported into your animation software, it’s time to bring them to life. Animation is where the magic of motion graphics really happens. This is the stage where timing, easing, and movement come into play. A well-animated motion graphic doesn’t just move—it flows. It feels natural. This is often achieved by using keyframes to control the movement of elements over time, along with easing tools to make those movements more organic. Animation can range from simple transformations like scale, rotation and position changes, to more complex techniques like morphing, rigging, or using expressions to automate movement. The UK has a rich tradition in animation education, with universities like Bournemouth and UWE Bristol offering specialised courses in this field, and they often teach students to think about motion not just as a technical skill, but as an extension of design. It’s also during this stage that sound may be introduced. While not always essential, sound design can elevate a motion graphic significantly. Whether it’s background music, voiceover, or subtle sound effects timed to the animation, audio helps to reinforce the message and make the animation more immersive.
Exporting and Sharing Your Work
Once the animation is complete, the final step is exporting the project in a suitable format. This might sound like a minor technical detail, but exporting incorrectly can ruin the quality of your hard work. If the animation is for web use, a compressed MP4 format might be appropriate. For professional video editing or broadcast purposes, higher quality codecs like ProRes might be more suitable. It’s also important to consider the platform your content will be viewed on. Motion graphics designed for Instagram Stories, for example, need to be vertical and formatted with mobile viewing in mind. In contrast, a video destined for a corporate website might require a widescreen format with subtle branding and professional polish. After exporting, you may need to do a final edit in a video editor like Premiere Pro to add finishing touches, such as music, transitions or subtitles. Subtitling, in particular, has become increasingly important for UK-based content, especially for accessibility and social media viewing without sound.
Continuous Learning and Staying Updated
The world of motion graphics is constantly evolving. New tools, plugins, and techniques emerge regularly, and the industry itself is shaped by trends in design, media, and technology. Staying current is part of the job. Following industry blogs, watching tutorials, attending webinars, and connecting with other motion designers on platforms like LinkedIn or Behance can all help you keep your skills fresh. UK-based creatives often benefit from events like the Manchester Animation Festival or the Motion North meetups in the north of England. These provide great opportunities to network, learn from established professionals, and get feedback on your work. If you’re serious about motion graphics, it’s worth investing time in building a showreel. A well-crafted showreel acts as your portfolio in motion, showcasing your style and technical ability to potential clients or employers. In the UK’s competitive creative market, a standout showreel can open doors to freelance gigs, agency work, or even roles in broadcasting and film.
Final Thoughts
Creating motion graphics is both a technical process and a creative journey. From idea development and design to animation and export, each step contributes to the final result. It’s a discipline that blends artistry with software skills, storytelling with timing, and design principles with movement. Whether you’re a student exploring digital media in Brighton, a freelance designer in Newcastle, or a marketing manager in London trying to upskill, learning how to create motion graphics can open up new creative opportunities and elevate your visual storytelling game. There’s no one-size-fits-all approach to motion graphics, and that’s part of what makes it so exciting. With the right mindset, a bit of patience, and a willingness to experiment, anyone can start creating animations that engage, inform, and inspire. So fire up your software, sketch out those concepts, and let your designs move.
If you’re ready to find out more about the benefits of hiring a professional, Hartson Creative is here to help. Contact us today!