When animation was in its early stages, it was all about experimentation with motion, machines (ever heard of the phenakitstoscope?) and optical illusions to generate a sense of movement. As animations were developing alongside the beginning of motion pictures, it was associated with a sense of wonder, with a new visual experience. As it progressed, viewers became used to storytelling tailor-made for children.
Yet from drawing and coloring, to stop motion to 8-bit animations, we’ve come a long way. 3D graphics, CGI (Computer Generated Imagery – see this great video clip to illustrate the term) and even Gif animations are taking the visual world by storm. But note that something else has also changed: the way we use animation is not nearly just for kids, as some believed it to be. It’s now considered as a tool for grabbing attention and crosses over to all types of spheres – including marketing.
Using animations fits like a glove to any industry – from car insurance to software programs. Dropbox increased their conversion rates by a whopping 10% after placing this animation explainer video on their landing page. Note: 10% meant 10 million more users!
Quick, effective, and simple
We are drawn to animations because of their clarity and simplification. And this can work across the board: whether it be explaining a new product or app, teaching students, or creating a public service announcement, animations work. Why?
When people can visualize a process, even more abstract concepts that are represented through images can make things far clearer and engaging to them. Breaking down a message into pieces of vital information is something that viewers not only appreciate, but something that today’s society is also getting used to. With the lightening speed of communication that we can almost instantly access, in this day and age, our brains are thriving on simple messaging.
A well-produced video can cover a lot of information in just two minutes, with much more to offer than a news pamphlet or a heavy block of text.
Animations have an Element of Surprise
It’s no wonder Disney made brooms come to life or hippos dance in tutus (look up Fantasia if you’re stumped by these references). Presenting viewers with the unexpected can work effectively. An element of surprise is one aspect that could make your product or service explanation memorable and even shareable online.
For example, the 2014 World Cup was a great opportunity for creative types to spring into action. These incredibly viral images made the old-school 8-bit popular again.
Combining stimulating images, inspiring audio and creative techniques in an animation make for an engaging experience. As long as your approach and message fit with the topic and target audience, there are vast possibilities to create a successful video.
We respond emotionally to animations
Back in the day, many children growing up would watch cartoons or read comic books, enticed by the adventures of endearing characters. Those famous catch phrases or the lessons learned from these cartoons were genuine and influential; something like learning material. Today, as adults, we still can enjoy animations and feel connected. Animations trigger the emotional side in us because they appeal to our minds. We all have seen Toy Story, Up, or even the tear-jerking classic Bambi. Crossover to television and there’s a variety of TV shows with cartoons made for adults. The Simpsons, Family Guy, Daria; the list goes on and on. We easily allow ourselves to become inserted in a world that is not ours, and go along with the story.
Remember that animation opens up a world of opportunities. At Wideo, applying the fundamentals of animation to your brand is not only at your fingertips, but it immediately means you’ll be appealing to a wider audience than you imagined. And you don’t need to be working at Pixar to make them anymore.
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