The Strategic Upside of Early Implementation of Motion
Bringing motion in early creates benefits far beyond the animation itself:
- Stronger storytelling across every stage of a campaign
- Smarter design decisions shaped by how elements move, not just how they look
- Creative alignment across formats, devices, and channels
- Clearer communication of brand tone, complex visuals or interactions
- Better preparation for multi-platform rollout, without duplication or guesswork
- Fewer rounds of revision, and a smoother, more collaborative process
Finally (and cautiously), it can also mean budget efficiency. When motion is part of the foundation, you're not patching things together later.
Let’s Make Motion Foundational
While we were all set to coin a new term, Tone of Motion (or ToM as Buff’s Creative Director & Founder, Tom was less keen on), it turns out the Swedish Institute got there first.
In its brand guidelines, Tone of Motion defines how Sweden’s motion design reflects core values like simplicity, progressiveness, and clarity, always moving forward, always inviting. It’s a thoughtful move from a country known for design that works hard and feels good.
TL;DR: Why is motion design essential for brand perception?
Motion design shapes brand perception by transforming static visuals into a dynamic identity that communicates tone, values, and professionalism. When motion is integrated early into a creative strategy, it ensures brand consistency across digital touch-points, deepens emotional connection with the audience, and improves storytelling clarity. Neglecting motion until the final production stage often results in inconsistent brand experiences that can undermine consumer trust and increase campaign costs.
FAQs About How Motion Design Shapes Perception
What does it mean to involve motion design "early" in a project?
Involving motion early means starting the conversation during the initial strategy or visual identity stages. Instead of waiting until designs are finished, you ask how the brand should move, feel, and evolve across different digital channels from day one. This allows for more experimentation and ensures the movement is baked into the brand’s DNA rather than being retrofitted later.
How does "Tone of Motion" affect brand identity?
"Tone of Motion" refers to how the movement of your brand reflects its core values, such as simplicity, energy, or professionalism. Just like a typeface or color palette, the way a brand moves on screen sets the emotional tone for the audience. When this movement is thoughtfully planned, it creates an authentic experience that builds trust; when it is neglected, the brand can feel inconsistent or "off" to the viewer.
What are the practical benefits of a motion-first creative strategy?
A motion-first approach leads to smarter design decisions because elements are created with their eventual movement in mind. Practically, this results in stronger storytelling, fewer rounds of revisions, and better alignment across various devices and social formats. Strategically, it also improves budget efficiency, as it prevents the need for expensive patches or rework at the end of a campaign rollout.
