Motion makes complex ideas easier to understand

10 years simplifying complexity

A series of 10 lessons learned after helping EU-funded projects, NGOs and international organisations communicate complex information.

Lesson 6

Some ideas are difficult to explain in a single image

Some ideas are difficult to explain in a single image. A process develops over time, data changes, different elements interact, one action leads to another. Movement can become part of the explanation. Motion graphics allow information to appear in a sequence, directing attention and helping audiences understand how different elements relate to each other. That makes animation useful for explaining processes, research findings, data and technical concepts.

Good motion design starts with the same question as any other communication project: what does the audience need to understand? The answer determines what appears first, what needs emphasis and how information should be introduced. This connects directly with an earlier lesson: complex information should feel simple. Animation can help achieve that simplicity by breaking information into smaller steps instead of presenting everything at once.

Motion also works best when it is part of a wider communication system. As we discussed in every communication channel should tell the same story, an animation should feel connected to the reports, infographics, presentations, website and other materials around it. This is one of the reasons we incorporated Motion Graphics into our visual communication services. Once a concept and visual language have been established, animation can extend that communication into a format that adds rhythm and narrative.

Our Motion Graphics services help organisations turn complex messages into animated visual stories that can be used across websites, presentations, events and social media.

The same principle applies to data

A static chart can reveal an important finding, while animation can guide the viewer through how that finding develops or highlight the information that matters most. Learn more in data becomes powerful when it’s visual.

This does not mean every message needs animation, sometimes a chart is enough or an infographic explains the idea better or a report. Choosing motion should always depend on the message rather than the format itself. The goal is not simply to make information move, it is to help people follow the story.

Discover our communication philosophy

Adding new capabilities has always been about finding better ways to communicate. See how that thinking has shaped our work and services during our first 10 years.

Learn more about our journey

Related lessons

Continue exploring our series 10 Years Simplifying Complexity:

Data becomes powerful when it’s visual

Complex information should feel simple

Reports deserve more than layout

Good design starts before the visuals

Every communication channel should tell the same story

Frequently Asked Questions