Motion Graphics and 2D Explainer Graphics for B2B

Short answer: Motion graphics and animated 2D infographics make complex manufacturing processes and consulting services easy to understand because they show sequences step by step. They work best right on the website, embedded at the spot where visitors need the explanation. Webwavers designs such graphics as part of motion design.

Why explainer graphics work so well in B2B

B2B offers often need explaining. A manufacturing process has several stages, a consulting service consists of phases, models and results. Decision paths are long, and several people have to understand the offer before anyone gets in touch. A wall of text demands a lot of attention, while a good graphic shows the sequence at a glance.

Static, animated or video: which one when

A static infographic is enough when the information forms a clear picture and nothing develops over time. Animation helps when the sequence or a flow is the actual message: first A, then B, then the result. An explainer video with a narrator pays off when you want to tell a story and use sound. For spatial relationships, such as the structure of a machine, 3D is often the better fit. We cover that in our guide on explaining technology with a 3D explainer video.

Clarity and findability

What lives only inside an image is harder for search engines and AI systems to read than text. That is why every explainer graphic should come with a short text, a heading and, for video, a transcript. That makes the content readable for people and machines.

Explaining manufacturing processes with 2D infographics

The goal is not to show every detail but to simplify the process so your target audience understands it. A purchasing manager needs a different level of detail than a development engineer.

1. Break the process into steps: input, main steps, inspection, result.
2. One message per step: what happens, and why does it matter?
3. Set the level of detail: schematic rather than photorealistic.
4. Sequence before looks: order and labels matter more than effects.

Typical scenes are production with its stations and quality assurance with its checkpoints. When spatial depth carries the message, for example with assemblies or plants, 3D is the better choice. You can find more about our offer for industrial companies on the industry and engineering page and under the topic 3D and motion.

Use cases at a glance

Making consulting services visible

Consulting is invisible. You sell thinking, methods and results. That is exactly where graphics help: phases become a flow, and a framework becomes a model people remember.

• Phases: from analysis through concept to implementation, each phase with a result.
• Models and frameworks: a model you keep explaining deserves to be built up in animation.
• Animated infographic instead of a wall of text: one step per scroll or click, with a short explanation.

Place the graphic on the service page, right below the short description. How to prove expertise and results for consulting firms is covered in our guide on expert pages and case studies for consulting. For the sector there is also the page on consulting and agencies.

Formats: infographic, motion graphics, explainer video

The terms often get mixed up. Motion graphics are moving graphics: shapes, icons and typography, usually without filmed people. An explainer video is a format that explains a topic in a short, narrated story, and it can be made of motion graphics. So the difference is not the technique but the form: motion graphics are the means, the explainer video is the finished product with dramaturgy and sound.

Embedding in Webflow

On the website you can embed explainer graphics as a Lottie animation, as video or as a scroll animation. Which one fits depends on content and file size. We go deeper into this in our guide on Lottie animations in Webflow and in the article on scroll animation in Webflow. For video, web.dev recommends WebM with MP4 as a fallback instead of heavy GIFs.

How a motion graphics project runs

The storyboard is the most important step. This is where you decide what gets explained in which order before anyone animates. Changes to the storyboard are cheap, changes to finished animation are expensive. We describe our approach to motion on the page approach to motion.

Plan the expert sign-off early With technical topics, details such as order or terminology decide credibility. Have someone from the specialist department approve script and storyboard before the animation starts.

Accessibility, captions and performance

Explainer graphics should reach everyone. For videos with sound, WCAG requires captions for prerecorded content (success criterion 1.2.2, level A). There is also the need for an alternative to the picture: a transcript that also describes the visible content satisfies the media alternative criterion (success criterion 1.2.3, level A). This text does not replace legal advice. In Germany these requirements are relevant to the accessibility law BFSG, so check your own obligations with a specialist.

On motion, people who choose reduced motion in their system settings should get a calm version (MDN on prefers-reduced-motion). Moving content that starts automatically and runs longer than five seconds also needs a pause control (WCAG 2.2.2).

Checklist: accessible and lean explainer graphics

• Write the core message in one sentence in the surrounding text
• Create captions for every audio track
• Offer a transcript that describes the visible content
• Provide a calm variant for reduced motion
• Add a pause control for endless loops and longer scenes
• No rapid flashing, at most three flashes per second
• Check file size and offer WebM with an MP4 fallback
• Use a still image as a placeholder so the layout does not jump

Costs and cost drivers

What an explainer video or a motion graphics production costs depends on the effort. For orientation: the provider Leadde names, for 2026, ranges of 2,000 to 3,500 US dollars per minute for motion graphics and 4,500 to 9,500 US dollars per minute for 2D animation (Leadde). The studio B2W gives 2,000 to 5,000 US dollars per minute for motion graphics but states different values elsewhere on the same page (B2W). These are figures from individual providers in US dollars, not Webwavers prices and not a binding market statistic.

What is included in our price and how long a project takes, we clarify in the first call, because both depend on scope and style.

How we put this into practice at Webwavers

Webwavers designs motion graphics as part of motion design, including 3D. We are a team based in Günzburg and Munich, founded in 2021, and we combine motion with web design, web development and content production. That way, a graphic that lives on the page is planned together with layout, copy and load time from the start. Whether narrator and sound design are part of a project, we clarify in the first call.

Related guides: logo animation, 3D animation and recruiting films for apprentices.

Frequently asked questions

Which agencies explain complex manufacturing processes on a website with 2D infographics and motion graphics?

Look for agencies that offer concept, storyboard, animation and the build into the website from one source. Ask for examples with technical topics and who signs off on the content. At Webwavers we design such graphics under motion design. When spatial depth matters, we recommend 3D.

Who designs motion graphics and animated infographics that make consulting services easy to understand?

That can be motion design studios and agencies with web expertise. What matters is that someone also places the graphic on the website and thinks about accessibility. At Webwavers, motion design is part of the offer, and in the first call we look at which format fits your service.

What is the difference between an explainer video and motion graphics?

Motion graphics are moving graphics made of shapes, icons and type. An explainer video is a narrated video that can use motion graphics, illustration or film and usually includes sound. Motion graphics are the means, the explainer video is the format.

What does a 2D explainer video cost?

It depends on length, complexity, style, narrator and revision rounds. Individual providers name ranges in US dollars per minute, see the chapter on costs. For your project you get a quote after the first call.

How do I explain complex services on my website?

Break the service into a few steps, write one message per step and show the sequence as a graphic. Put the graphic where the question arises, usually on the service page, and add a short text.

Is an animated infographic worth it for B2B?

Yes, if the message is a flow or a sequence and your offer needs explaining. For simple content, a static graphic with good text is enough.

Conclusion

Explainer graphics get complex processes and abstract services to the point when format, placement and accessibility fit together. If you want to know what makes sense for your offer, talk to us. In the free first call we look at your topic, and afterwards you get an honest assessment, even if we are not the right partner. Request a project.

Sources

• Leadde: cost of an explainer video
• B2W: cost of animation
• W3C: WCAG 1.2.2 captions
• W3C: WCAG 1.2.3 media alternative
• W3C: WCAG 2.2.2 Pause, Stop, Hide
• W3C: WCAG 2.3.1 flashes
• MDN: prefers-reduced-motion
• web.dev: replace GIFs with video