Motion Graphics: Definition & Uses
Motion graphics are animated graphic design elements — including text, shapes, icons, and data visualisations — set in motion to communicate information, tell brand stories, or enhance visual content. They sit at the intersection of graphic design and animation, applying design principles to moving images.
What Are Motion Graphics?
The term "motion graphics" describes designed content that moves. Unlike character animation or live-action video, motion graphics are primarily design-led: they bring typography, logos, data, and brand visuals to life through movement, timing, and sound. The discipline evolved from broadcast title sequences and television advertising, and is now central to digital marketing, social media, and corporate communications.
Motion graphics can be delivered as standalone video files (MP4, MOV), as looping GIFs, as Lottie JSON animations for web use, or embedded within longer-form video productions. They are almost always created in Adobe After Effects, sometimes combined with Cinema 4D for 3D elements.
TDS DaaS produces motion graphics as part of its Design as a Service subscription — from social media reels and explainer animations to brand idents and presentation motion graphics.
Common Uses of Motion Graphics
- Explainer videos — animated explanations of products, services, or concepts
- Social media reels and shorts — branded animated content for Instagram, LinkedIn, and TikTok
- Digital advertising — animated display ads and pre-roll video
- Brand idents and logo animations — animated brand marks for video and presentations
- Data visualisation — animated charts, graphs, and infographics
- Presentation animations — motion-enhanced slides and pitch decks
- Website UI animations — micro-interactions and hero section animations (Lottie)
- Broadcast and event screens — stage backdrops, event openers, and lower thirds
Motion Graphics vs. Animation: What's the Difference?
Motion graphics and animation are related but distinct disciplines. Motion graphics animate design elements to inform or enhance — they are generally abstract, design-led, and focused on communicating a message clearly and with visual impact. Full animation (character animation, narrative animation) focuses on bringing characters and stories to life with principles like squash and stretch, anticipation, and follow-through.
In practice, professional motion graphics work often incorporates animation techniques, and the distinction has become less rigid. But the intent and output differ: a motion graphics studio delivers branded, information-focused moving content; an animation studio delivers story-driven character work.
Why Motion Graphics Matter for Australian Businesses
Video content consistently outperforms static imagery in engagement rates across all major platforms. Motion graphics give businesses a cost-effective way to produce high-quality video content without live-action production costs. A well-crafted 30-second motion graphic explainer can communicate a value proposition more effectively than a page of copy, and can be repurposed across social, web, presentations, and paid media.
Frequently Asked Questions
What is the difference between motion graphics and animation?
Motion graphics typically animate graphic design elements — text, shapes, icons, and data visualisations — to communicate information or brand messaging. Animation (including character animation) focuses on bringing characters or narrative scenes to life. Motion graphics are generally more design-led and information-focused.
What software is used to create motion graphics?
Adobe After Effects is the industry standard for motion graphics production. It is often used alongside Adobe Premiere Pro for video editing and Cinema 4D for 3D elements. Tools like Lottie enable lightweight web-based motion graphics.
TDS DaaS delivers motion graphics as part of a flat-fee Design as a Service subscription — social reels, explainers, brand animations, and more.
Talk to TDS about Motion Graphics →Last updated: March 2026 · Written by TDS DaaS