Studies in the Efficacy of Motion Graphics

Abstract

Contemporary digital news packages (packages) frequently embed media elements such as motion graphics alongside the story’s primary content. A motion graphic uses animated two- and three-dimensional computer-generated imagery and typography to present visual explanations of the topic(s) covered by the feature. Graphics editors and other newsroom personnel alike have been increasingly critical of motion graphics because, according to Viera, “many motion graphics are nothing but a set of visual metaphors strung together to support the hypothesis voiced by the narrator”. Using a mixed design study, this paper examines how narrative structure can be imposed upon motion graphics according to the theory of visual narrative grammar in order to provide viewing experiences that resonate with an audience. The findings of the study are capable of advising newsroom personnel of the circumstances under which the narrative structure of motion graphics can be manipulated or maintained for maximum effectiveness within a package.

KEYWORDS:

• cognitive load
• immersion
• motion graphics
• narrative structure
• visual explanations
• visual narrative grammar