The rise of the editorial gif
We talk to three illustrators and an art director about the advantages of using gifs over traditional illustrations for editorial assignments
Gifs have been around since the late 80s and they have become part of our digital lexicon, often used as a quick answer or a more complex emoji. But gifs have evolved over the years and are now created and used with more purpose to communicate in different ways.
This is especially true of news and media platforms, where gifs and animated illustrations are used to accompany articles and stories and are becoming the norm. The result is an enriched experience for readers as it enriches the digital experience of a platform and gives illustrators and animators the opportunity to experiment and try out their ideas in a new context.
"I've commissioned more moving illustrations in the last two years than in my entire career!" says Jaspal Riyait, Art Director of the Interactive News Design Team at the New York Times. “Before the New York Times, my work was focused on printing. Opening a digital landscape opened my eyes to the innumerable possibilities of using art as a form of storytelling. "
Original Women, New York Times, Cari Vander Yacht
Riyait and her team tend to use gifs and animations as "a unique way to frame evergreen content" and make a statement. Well-engineered animations are both time-consuming and costly, but these shorter loops are used to sit next to written pieces and are more accessible with tight deadlines. Also, they can be created by the same pool of illustrators who create their static illustrations.