Short answer: motion graphics and animated explainers turn ideas that are hard to film — a process, a product that doesn’t exist yet, an abstract benefit — into clear, branded video. They’re made the same disciplined way every time: script, storyboard, design, animation, sound. Use them when live action can’t show the thing, or when you need a consistent branded look at scale.
Here’s what they are, when to choose them over live-action video, and how a good one is actually built.
What motion graphics and explainers actually are
Motion graphics is design in motion — type, shapes, icons, data and brand elements animated to communicate. An animated explainer is a short film, usually 30–90 seconds, that uses those techniques to explain what something is or how it works. One is a technique; the other is a format built from it.
When to use animation instead of live action
- The subject can’t be filmed. Software, a service, a chemical process, a future product — animation shows what a camera can’t.
- You need to simplify something complex. Animation can strip an idea to its essentials in a way footage rarely can.
- You want a consistent branded look. Every frame is designed, so the brand stays exact across dozens of assets.
- Reshoots would be expensive. Updating a line or a figure is an edit, not another shoot day.
If what you’re weighing is really film-vs-animation for an ad or brand story, our guide to brand films, ads and explainers compares the formats directly.
The main types
| Type | Typical use |
|---|---|
| Logo animation / brand sting | Intros, outros, a signature brand moment |
| 2D animated explainer | Explaining a product, service or process |
| Kinetic typography | Quote, data or message-led social video |
| UI / product animation | Showing an app or software in motion |
| Infographic / data animation | Reports, results, campaign stats |
How an explainer is built
- Script. The whole thing lives or dies here — one clear idea, tightly written for length.
- Storyboard. Key frames mapped to the script, so the visual story is agreed before any animation.
- Design / style frames. The visual language — colour, type, illustration — set on brand before motion begins.
- Animation. The frames come to life; pacing and transitions do the heavy lifting.
- Sound & voiceover. Music, sound design and narration, finished in post.
What it costs
Animation is usually priced by length, complexity and style — a simple kinetic-type piece sits well below a fully illustrated character explainer. Because changes late in the process are costly, most of the value comes from nailing the script and storyboard first. For broader ranges, see our video production cost guide.
Frequently asked questions
Motion graphics or live action — how do I choose?
Film what a camera can capture well; animate what it can’t, or when you need a precise branded look that stays consistent across many assets.
How long should an explainer be?
Most land between 30 and 90 seconds. Shorter forces clarity; longer needs a strong reason to hold attention.
Can you match our brand exactly?
Yes — every frame is designed, so colour, type and style follow your brand guidelines precisely.
Why does the script matter so much?
Animation is expensive to change once it’s moving. A tight script and storyboard are where a good explainer is really made.
