Motion design in digital communication

In digital communication, grabbing – but especially holding – someone’s attention is tougher than ever. According to several studies, the average adult internet user has an attention span of just 8.25 seconds. That’s shorter than a goldfish’s 9-second focus! This makes motion design a powerful medium for creating stop-and-stare stories. Here’s why it matters and how to make it work.

What is ‘motion design’?

Motion design combines static, graphic design with animation to create moving visuals that captivate audiences. It’s the kinetic text in your Instagram Story, the fluid transitions on your website or the striking explainer video that simplifies complex ideas. While its applications are vast, the goal remains the same: to intrigue, inform and inspire.

Why motion matters

1. It cuts through the clutter
   The internet is a noisy place, bombarding your audience with static content every second. Motion design slices through the clutter and naturally draws the eye. That’s why videos and animations consistently outperform still images on platforms like Instagram and LinkedIn.
   
   
2. It simplifies complex information
   Ever tried explaining a big idea in a tiny caption? Tough, right? Motion design does the heavy lifting, turning complicated concepts into snackable content. Whether it’s an animated infographic or an explainer video, it delivers the “Aha!” moment in seconds.
   
   
3. It strengthens brand recall
   Movement is memorable. And our brains are wired for it! A well-designed animation doesn’t just make your brand recognisable; it makes it unforgettable. Think of it as your brand’s signature dance move, which is distinct, dynamic and probably impossible to ignore.
   
   
4. It boosts engagement
   From social media to websites, motion design drives higher engagement. Algorithms prioritise video content, because users can’t resist to watch, like and share. More visibility, more interaction – what’s not to love?

How to make it work for you

1. Keep it on brand (and on point)
   Your animations should feel like you. Stick to your brand’s colours, fonts, other design elements and tone of voice to create a consistent visual identity. When people recognise your motion design at a glance, you’re doing it right!
   
   
2. Tell a story, not a sequence
   Every animation should have a purpose, no matter how short. Whether you’re showcasing a product feature or sharing your brand values, make sure there’s a clear and compelling narrative behind it.
   
   
3. Customise for every platform
   One size never fits all! A slick website animation isn’t the same as a snappy Instagram reel. Tailor your motion design to suit each platform’s unique format and your audience’s expectations.
   
   
4. Prioritise quality over quantity
   Not every piece of content needs to be animated. Focus on adding value. Thoughtful motion design can truly enhance the user experience, while too much can be overwhelming. Less is more!

Case in point

At Duval Branding, we’ve helped brands leverage their communication through motion. Take our work for Renewi, for example, where we used 3D animations to highlight their abstract, complex sustainability journey. This narrative now resonates deeply with their audience.

Move along or move back

As technology evolves, the potential for motion design continues to grow. From augmented reality experiences to interactive animations, the opportunities are limitless. Brands that embrace it today are not just staying relevant – they’re leading the charge.

Ready to make your brand move too? Visit the insights page on our website.