This study explores how visual design factors in motion graphics influence users’ comprehension of digital information. Using a qualitative approach, five semi-structured interviews were conducted in which participants reflected on two contrasting videos explaining the same content — a simple cooking task — but designed with different visual strategies. One version featured slow pacing, clear sequencing, and consistent visual hierarchy, while the other used fast transitions, competing visual elements, and decorative effects. The aim was to examine how these design choices affected users’ understanding, attention, and perceived cognitive load.

Thematic analysis revealed five key themes: sequential clarity, pacing, visual structure, the function of text, and preference for logical flow. Participants consistently favored the slower, more structured video, describing it as easier to follow and more meaningful. In contrast, the more visually intense version was perceived as confusing and cognitively demanding.

The results are discussed in relation to theories of cognitive load, visual hierarchy, and multimodal design. The study highlights how specific visual strategies in motion graphics can either support or hinder comprehension, and concludes that rhythm, structure, and clarity are essential for cognitively accessible visual communication.