Although animation is nothing new, it has become more accessible and affordable lately. While more and more people learn to use the softwares and can create content out of the comfort of their homes in pijamas, the real value lies within the skill and artistry that comes from years and years of learning and practice and that takes time.

While it's easy to have a few lines of text move or a logo to slide in (you can literally do it with a press of a button), it's super difficult to create something that has character, personality and feels "alive". If you spend time and money on an animation - and let's face it, while it is more affordable than it was 5-10 years ago, it's still not cheap, especially for quality work - you want it to count and to represent your service, brand, product the best way possible. Otherwise, what's the point?

Generally, for something like a product showcase or a website demo, you want it to be minimalist and elegant, but not too simple so people don't understand what they're looking at and also you want it to be catchy and memorable, but not cheesy or over the top. It's a bit of a balancing act. On the one hand, you want your animation to be simple, but on the other hand you want it to stand out. You also want it to be something people actually watch and enjoy rather than just skim over.

"Okay mister animation man I need to have a good impression and engage my audience so that they are aware of my product, and I can sell it to them. Why should I spend my money on animation instead of other mediums of communication?"

Let me tell you some benefits then:

1. Animation helps to communicate complex ideas

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Animation is a powerful communication tool that can help businesses to explain complex ideas and products. Most people prefer watching a moving picture rather than reading paragraphs of texts and it's just a really time and attention efficient way of sending your message across. You have super limited time and attention spans to work with this day and age, so make it count!

But mister animation man. You are doing the exact opposite right now. Why not create an animation rather than this wall of text?", I hear you say. For some content it just doesn't make sense to create animation for, because it takes a lot of time and costs money. You want to reserve animation for the most important things like a main page demo or something you showcase your services with, not a simple blog post. Also think about SEO. Some things just have to be written in text. But that's not a problem. Now, where were we?

Yes, ahm, so... animation can be used to create engaging and informative videos that explain how a product or service works. It is much more serviceable to show a bunch of information over time, with a story. That way viewers don't get overwhelmed and create a better connection and understanding with the subject, your product or service.

By using animation, businesses can communicate their message in a clear and concise way and in a way that looks and feels unique and tied closely to a brand. While a graphic is much more tied to a brand than an article, - as in it's simpler to recognize it, - it's even better when it moves because it comes alive.

2. Makes information more engaging

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By using animation, businesses can engage with their audiences in a more creative and effective way. Animation can be used to make information more interesting, more digestible and easier to absorb. Humans are visual creatures. We are wired to pay attention to movement, which is why animation and motion design can be so effective in business. And a talented artist can guide the viewer to the parts that need the most attention.

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"But mister animation man...".

"Yes?"

"Why not just do it with live action video, why bother with animation?"

Good question. Like I said at the start of this post, while both animation and live action videos are expensive, with live action you still need a crew and equipment to actually realize it. That is a lot of man-days with a ton of planning and organizing, whereas with animation you can technically do it with just one artist and their computer (not that you should, just saying). Also, the range of possibilities are much, much more broad, since you can literally create anything you dream up, whereas with live action, you are bound by mere mortal laws of physics and biology that you have to use visual effects to enhance (which is not a big leap from animation anyhow).

When used correctly, animation and motion design can make complex topics more engaging and easier to understand. They can also add an element of fun and excitement to otherwise dry content. You can for example use visual metaphors to show growth or revenue that would be just numbers and charts on a whiteboard.

Used incorrectly, however, animation and motion design can be distracting and even overwhelming. As with any tool, it’s important to use animation and motion design wisely and in moderation, so be sure to consult somebody who not only knows how to move a character and lipsync to a text, but who actually has a firm grasp on the knowledge on the dos and don'ts, so that you don't ask for something that

3. Adds an element of fun

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If you're not having fun, you're doing it wrong. That's the philosophy behind many businesses today, and it's one that's working out quite well for them.

Animation and motion design are two integral parts of making that happen. By their very nature, they add an element of fun and excitement to whatever they're a part of. And that can be pretty contagious.

It's not just about making things look good, though that is important. It's about engaging people on a different level and getting them excited about what you're doing. When done right, animation and motion design can be powerful tools for any business. Of course, good sound design has a lot to do with this and is sometimes the unsung hero, but that's a whole other topic for a future blog post.

Speaking of fun, certain animations, called lottie animation can be used to ad flair to your website, - for example add a small fireworks animation when a user clicks the buy button or subtle motions on buttons to guide the eye where to go. I will deep dive into lottie animations in a future post.

4. Can be used to create marketing materials

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Simpler animations can also be used to create marketing materials, such as website banners and social media ads (just don't add gifs to e-mails). These type of animations are cheaper to produce, but pack the same punch and grab the attention of people.

The key is to know when and where to use them. Use too much and it just becomes noise, but if used sparingly it can elevate the look and feel of your website. Not only can it add interest and spark engagement, but you can use it to guide users and help them find the important things that you want them to notice.

5. Helps to build brand awareness

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Animation can help set your ad apart from the static noise of other banners and videos, but you have to be mindful. Creating animation for the sake of animation is a sure way to failure. Just because XY competitor has them, doesn't mean that it is working for them, and even if they are, it might not work for everyone. There has to be rhyme and reason behind it and if there isn't, people watching it will notice. In a world where consumers are bombarded with marketing messages, it's more important than ever for businesses to find ways to stand out. With the right content strategy in place, however, creating a reputation for your business that sticks can be easy and affordable.

So in essence it's as important, if not more important to have a solid strategy as in what is your message, who is your target audience etc. because it might turn out that animation is not the right tool to solve your problem, but when it is, it works wonders. Be sure to consult a professional about the strategy and be wary of professionals, who just make you animations, no questions asked. The former one cares about your success, the latter just wants the money.

Conclusion

In conclusion, animation and motion design are powerful tools that can help businesses achieve their goals in a fun and exciting way. If done right it can be the rocket that boosts a business sky high. But remember, it's not always the right tool, but when it is - use it!

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