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Motion Graphics Tips – How NOT to Use Them

In our last blog, we talked about using motion graphics to grab your target audience and make your message memorable.  We also described the many types of motion graphics. Graphics are an amazing way to spice up a video production, but if you don’t create just the right type of script to accompany those “wow” animations, you’re missing the boat. Believe it or not, there really is a “right” type of script. Great motion graphics have a style and pacing, and the script must compliment them. There are three common mistakes to avoid when scripting motion graphics projects.

Mistake #1: Using Formal Language

This is a mistake that applies to all types of video, but especially to motion graphic videos. Video scripts are designed to be heard, not read. Using copy created for print can sound stilted and clunky. Think about how you speak. Most of us don’t speak in complete sentences. We speak conversationally.  That’s what you need to achieve with your script. Additionally, motion graphics lend themselves to a lighter, sometimes humorous tone. Take advantage of it, if appropriate, when you script.

Mistake #2: Using Too Many Words

Good motion graphics tell a visual story. The script should support the story, but you don’t need to say it all. The combination of visuals and narrative is powerful. For example, if you are talking about ten different services you provide, you don’t need to say every one of them. The visual is there. Simply say something like, “No matter what type of service you need, we’ll be there.” When it comes to words, less is more. If you load the script with too much content, you slow the pace of the video.

Mistake #3: Not thinking visually

Whenever we script motion graphics for advertising, video case studies, social media shorts, or other projects, we think about the visuals we’ll use. If you don’t think visually, you may write too much or too little. If you have initial ideas for visuals, you can work with your graphic designer to expand them. This makes it easier to execute the project and provides a tighter connection between the narrative and the motion graphics.

We love writing for motion graphics projects because, in so many ways, there are fewer constraints. With the proper use of motion graphics, you don’t need to worry about having enough video, or video that matches the script. You can design a complete project and execute it. All you need to do is get creative.

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