Motion design is a tool brands use to speak to their audience — from animated logos to explainer videos and even full 3D animations. But what exactly is motion design, and why do everyone from startups to global brands rely on it? That’s where the story begins…
In recent years, you’ve probably come across terms like Motion Design or Motion Graphics — and even shortened or inaccurate versions such as “motion,” “motion graphic,” or “motion graphy.” Here at Visart Studio, we want to break down what motion design truly means, explore its different categories, and in a follow‑up article, discuss why it’s crucial for brand storytelling and advertising.
One of the simplest and most popular definitions comes from Joey Korenman, who puts it perfectly:
Motion Design is Graphic Design in Motion.
Another definition I personally appreciate comes from Austin Shaw, which is more detailed and comprehensive:
The application of graphic design principles to filmmaking and video production through the use of animation.
If I were to share my own definition, I’d say:
Motion design is the process of animating the visual characteristics of graphic elements — in any visual form — within a digital environment.
Linguistically, the term “motion design” is made up of the words Motion and Design, literally meaning “design in motion.” It may remind you of “graphic design,” but the presence of time and the creation of movement is what fundamentally separates the two.
We also have the term “motion graphics,” which is widely used in marketing — especially in Iran — and is considered a synonym for motion design, sharing the same conceptual meaning of “moving graphics.”
My guess is that the difficulty of pronouncing “motion graphics” in Persian conversations has led to shorter or inaccurate forms like “motion,” “motion graphic,” or “motion graphy.” Even the professionals in this field — motion designers — are sometimes casually referred to as “motion‑kar” in the Iranian market. But ultimately, all these labels point to the same concept: motion‑based visual design.
Motion design can be categorized in two main ways:
1- Technical Approach
2- Content Approach
1- Technical Approach
Based on the production technique and artistic style, motion design can be divided into three categories:
a) 2D Motion Design
The most fundamental form of motion design, created in a flat visual space. Animating vector shapes, typography, images (including collage‑style visuals), and in more advanced cases, character animation using rigging techniques — all fall into this category.
b) 3D Motion Design
Here, visual elements are fully created in 3D. Images or vector shapes may be used as textures or modeling references. 3D motion design involves modeling, lighting, rendering, animation, and physics‑based simulation inside specialized 3D software.
c) Mixed Motion Design
A hybrid of CGI elements (both 2D and 3D) combined with each other or with live‑action footage. What we commonly know as VFX (Visual Effects) is an outcome of this mixed approach.
2- Content Approach
Based on the story, message, or emotional purpose, motion design can be divided into four categories:
a) Explainer Motion Design
Created to introduce or teach a product or service. Due to its explanatory nature, these videos are typically longer.
b) Showcase Motion Design
Designed to display a product or service visually without extra narration — usually highlighting form, angles, or unique details to impress the audience or competitors.
c) Brand Identity Motion Design
Focused on presenting the identity of a brand. You may have heard terms like “logo animation” or “logo motion,” both referring to animating a brand’s logo or emblem to convey a specific message or feeling. These assets are usually short and often appear at the beginning or end of videos.
d) UI/UX Motion Design
This category might seem technical, but similar to the previous one, its purpose is to visually present interactions in app or web interfaces, animating menus, buttons, and UI elements to enhance the user experience.
Naturally, this categorization isn’t perfect — some areas overlap, and certain styles don’t fit neatly into a single box. For example, a TV show’s title sequence can be both explanatory and showcase-driven. Stop motion isn’t listed here unless combined with other digital elements. Likewise, AI-generated outputs do not comfortably fall into these categories yet.
It’s also worth noting that when motion design evolves in terms of narrative, character development, runtime, and animation complexity — moving away from marketing — it can cross into the realm of film or traditional animation.
Ultimately, this categorization helps us better understand the differences and choose which type of motion design is the right fit for our needs.
The bigger question now is: which businesses benefit from motion design, and why do brands rely on it so heavily? We’ll dive into that in the next article.
