Motion graphics is animation applied to graphic elements: typography, icons, shapes, data charts, logos. There are no characters acting and no cameras rolling; there is design that moves with a purpose. It is the tool that turns a figure into something you grasp at a glance.
How it differs from animation
The line is blurry because everything is produced in the same software. The difference lies in what moves and why:
- Motion graphics. Moves graphics. It explains, organises, summarises. Its goal is clarity.
- 2D or 3D character animation. Tells a story with protagonists who have intent and emotion. Its goal is identification.
- VFX. Sits on top of real footage to add or remove elements. Its goal is to go unnoticed.
One video can use all three. In corporate communication the usual mix is live action with motion graphics on top for data and titles.
What it is for in a company
It works especially well when what you need to communicate cannot be filmed:
- Explaining a process or service. How a procedure works, a logistics chain, a payment system.
- Presenting results. Annual reports, management indicators, sustainability reporting.
- Launching a product that does not physically exist yet or does not look appealing on camera.
- Training. Safety protocols, onboarding, internal procedures.
- Adapting to several languages. With no talking heads, swapping the voice-over and on-screen text costs a fraction of reshooting.
How it is produced, step by step
The order matters, because skipping a stage makes the next one more expensive:
- Script. A locked, timed text. If the script changes later, everything gets re-animated.
- Storyboard. The key frames drawn out. This is where the idea gets approved — not in the animation.
- Graphic design. The assets are built according to brand identity.
- Animation. Movement and rhythm are added.
- Voice-over, music and sound effects. Sound is half the result, even though it is the last thing locked.
A well-made 60 to 90 second video usually takes two to four weeks, and most of that time is client approval, not animation.
When not to use it
Motion graphics explains very well and builds trust very poorly. If what you need is for someone to believe in your team, your plant or your track record, you need real people and real places on camera. A corporate video delivers more there. The rule of thumb: if the message is “understand how this works”, animate it; if it is “trust us”, shoot it.
Need to explain something complex in 60 seconds?
We produce motion graphics and 2D/3D animation for companies and institutions across Peru.