What we now classify as a “video” is made up of a multitude of elements – and graphics have fast become some of the most significant elements. But what do we mean by “graphics”? When you’re reading a treatment or quote, what does “graphics” cover?
At DOTF, we use the term “graphics” to refer to any imagery created in a video that has not been created through a camera. This includes motion graphics, animation, 3D rendering, lower thirds, endframes, keying, special effects and more. Confused? Have a read through our quick glossary below.
Motion Graphics
Is it a graphic that moves? It’s a motion graphic. It’s not necessarily a full animation, but it is animated – in the sense that it is moving, not still. Mostly used to refer to logo and text elements, such as lower thirds, titles and endframes.
Animation
Whilst the difference between animation and motion graphics is widely discussed, argued and varies from place to place, here at DOTF we like to define animation specifically as a motion graphic that has been created specifically for the video. An animation doesn’t involve making existing still assets move – that’s motion graphic – but drawing, designing and creating something entirely new for the video.
We offer a wide range of animation services – keep your eyes peeled for a blog about them!
3D Rendering
A 3D rendering is a sub-group of animation. Working in 3D is more intensive than standard animation, but can be particularly effective, depending on your goals, style and audience.
Lower Thirds
Present in most documentary or ‘real life’ content (see: the news) a lower third is onscreen text, usually positioned in the lower third of the screen, that gives names and other appropriate information about what’s happening on screen. They’re also known as straps, chyrons, and supers.
Information displayed is not limited to names – they may be calls-to-action, URLs, location information, anything appropriate for the content being created. They may be static or animated, depending on the style of the content. Fonts and additional assets will usually be drawn from a brand’s existing style guide for cohesion, unless requested otherwise.
Dynamic text
Also known as dynamic typography or titles, ‘dynamic text’ differs from lower thirds, in that it moves off and onscreen positioned wherever necessary through-out the content. Dynamic text is frequently used to emphasise key messaging and calls to action, and may consist of key words, short sentences or even directly quote what is being said onscreen.
Endframes
A fairly self-explanatory entry, endframes are generally the last visuals of the video. They frequently have a logo, a call-to-action or tagline and contact details for the brand. This almost always involves motion, either of the logo, the text or any other details. It’s like the credits of the video – only instead of listing cast and crew, it’s telling your audience how to find your brand.
Keying (also known as Chromakeying)
Keying is when we get the old greenscreen out – although as our post-production and graphics programs become more sophisticated, that’s not always necessary. Keying is used to replace one part of an image with another – for an effect that is smoother, cleaner and more natural than just layering the other image over the top.
Personally, we prefer the authenticity of shooting on location or in our inhouse studio, but keying can really help to clean up a background of an interview to avoid distractions.
Special Effects (SFX)
Anything you can imagine, you can create via SFX. It involves a broad range of motion graphics skills and depending on the level of effects, might need some serious computing power. Set things on “fire”, remove numberplates from cars in the background, blur faces, change streetsigns – these are just a handful of things we’ve done for our clients. Whilst some SFX are used to clean up videos (for example, numberplate removal), most should be planned in the pre-production phase – and a good content agency will be able to advise if any are necessary for your content in the early stages of planning.