Animation And Your Brand
What's the relationship between the two?
Animation is a powerful tool that can be used to improve communication in a variety of ways. Whether you're trying to sell a product, explain a concept, or build a relationship, animation can help you get your message across in a way that's both effective and engaging.
Why we respond more to moving objectives vs. static
Think about the last time you saw a commercial or any kind of video, that was just a series of still images. It's probably been a while, right? That's because motion captures our attention in a way that static images can't.
There are scientific explanations for this: our brains are wired to pay more attention to moving objects because, in the wild, that's usually a sign that there's something important happening. It's an evolutionary advantage to be able to quickly pick up on these visual cues and react accordingly.
But beyond that, there's also the fact that motion is just more interesting. It's more dynamic, more engaging, and more fun to watch. And when it comes to video, that's what you want: something that's going to capture your audience's attention and hold it for the duration of the video.
This is why animation is such a powerful tool for brands. When used correctly, it can capture attention and communicate messages in a way that static images just can't.
The link between motion and emotion
It's not just that we're more likely to pay attention to moving objects; it's also that we're more likely to form an emotional connection with them.
Think about it: when you see a still image of a person, you might be able to form a basic emotional connection with that person. But when you see that same person in motion, you're much more likely to form a deeper, more complex emotional connection.
That's because we're hardwired to respond emotionally to human faces and human movement. When we see someone moving and expressing emotions, it activates the mirror neurons in our brain, which allows us to feel those same emotions ourselves.
This is why animation can be such a powerful tool for brands. By using animation, you can create characters and stories that your audience can connect with on an emotional level.
We helped Rest with animation
Motion's storytelling advantages
First of all, there's the fact that motion can convey a lot of information in concise, easy-to-digest form. When you're trying to tell a story with static images, you're limited to what you can show in each image.
With animation you can show multiple scenes and settings in a matter of seconds, which gives you a lot more freedom to tell a complex story. That's because you can show, rather than tell, what's happening.
For example, let's say you want to tell a story about a character who's having a great time. With static images, you might have to show a series of images that depict the character's cheerfulness. But with animation, you can actually show the character experiencing the events which led to their happiness.
This makes it much easier for your audience to understand and empathize with the character, because they're seeing the story unfold in real-time.
Another advantage of animation is that it can create a sense of immersion that's difficult to achieve with static images. When you see a series of still images, your brain is able to process them relatively quickly.
But when you see those same images in motion, it takes longer for your brain to process them. This gives you a chance to really sink into the story and become fully immersed in the world that's being created.
By using animation, you can create an immersive experience that will hold your audience's attention and really make them feel like they're part of the story.
Animation can also bring abstract concepts to life, which is something that static images just can't do. For example, let's say you want to explain how a new piece of software works.
With static images, you might have to show a series of diagrams and flowcharts that depict the software in action. But with animation, you can actually show the software in action. This makes it much easier for your audience to understand how the software works, and it helps them visualize the benefits of using it.
How animation can help us communicate more effectively
Communication is essential to every aspect of our lives, but it's not always easy. With animation, you can communicate complex ideas in a way that's easy for your audience to understand.
This includes everything from conveying a brand message to explaining how a product works. And because animation can create an emotional connection with your audience, it can also be used to build relationships and foster customer loyalty.
Animation is also a great way to add some personality to your communication. By using animation, you can infuse your message with humor, creativity, and even a bit of whimsy. This can make your message more memorable and more likely to resonate with your audience.
In the end, animation is a powerful tool that can be used to improve communication in a variety of ways. Whether you're trying to sell a product, explain a concept, or build a relationship, animation can help you get your message across in a way that's both effective and engaging.
Important considerations with doing animation for the first time
There are a few things you should keep in mind if you're thinking about using animation for the first time.
First of all, it's important to understand that animation is a process. It takes time to create a quality animation, so you need to be patient and give yourself enough time to create something that you're proud of.
It's also important to have realistic expectations. Not every animation is going to be a blockbuster hit, but that doesn't mean it can't be successful. As long as you're happy with the final product, that’s all that matters.
Finally, don’t forget that animation is just one tool in your communication arsenal. You have plenty of other options available to you, so don't feel like you must use animation just because it's there.
Use it when it makes sense for your message, and don't be afraid to experiment. The more you play around with animation, the better you'll become at using it effectively.
We always recommend leaving your animation design to the professionals. A professional animation service can help you create a high-quality animation that meets your specific needs and goals.
Connecting your design language and animation
Your animation should be an extension of your brand and design language. This means that if you already have a strong visual identity, your animation should reflect that.
If your brand uses a lot of bright colours, your animation should use those same colours. If your brand is known for its clean and simple aesthetic, your animation should have that same aesthetic.
The goal is to create an animation that feels like it belongs with your brand. This will help you create a consistent experience for your audience and make sure that your animation reinforces your brand message.
Get started now with Dave Clark. We’re happy to discuss with you about your project and how we can help.