If you want your communications to stand out amongst the noise, look no further than animation.
No longer limited to cartoons, animation is enjoying a new lease of life giving comms a shake-up, and helping companies refresh their messaging and engage their audience in new and unexpected ways. Investing in animation is a wise business decision, too: it can boost conversion rates, inject originality into your comms, and help viewers retain 58% more information when compared to other methods of communication.
To really get your message across, animation can also be integrated into other forms of media, like virtual reality and live-action footage. This article shares 7 different types of animation that you could incorporate into your communications in order to engage employees, share stories in a more effective way, and cement your company’s reputation as an innovative, exciting firm.
1. 2D animation
Kicking off with a classic, 2D animation is a simple way to inject some visual interest into your communications. If you’re producing an explainer video, whether that’s for employees internally, or for your client base, you’ll need to retain your audience’s attention. Is your subject matter a little on the dry side? Animation can help you communicate in an engaging, sometimes entertaining way, helping your audience to retain more information.
With digital transformation a needed change in many organisations, Deloitte approached Nucco Brain for help propelling their company’s digital capabilities. Organisational transformation is never easy, especially in a company of Deloitte’s size. They approached us looking to communicate their new concept internally, to encourage employees to positively engage with the programme. We created a series of internally-targeted videos with a conversation tone and corresponding imagery. The topic was communicated in a simple, relatable way, and the success of the project helped propel innovation within Deloitte.
2. 3D product animation
Animation can bring your product to life in a way that live action can’t. If your offer is a digital product, you can inject animation into your communications to give potential customers in-depth demos of your product, showcasing its features and providing an explanation of how they work. Thanks to cognitive fluency, humans tend to prefer things that we understand, and shy away from things we don’t. The more clearly you’re able to convey what your product does, the more likely people are to buy. Animation is a sure-fire way to help people understand what you do.
When Abu Dhabi Culture commissioned Nucco Brain to create a video showcasing their exciting new digital offerings, we landed on animation to provide visitors with an experience they can engage with on their desktop, tablet and mobile phone. We also created content for their website, app, social media channels and podcasts, using animated sequences to walk the viewer through what’s available.
If you want your audience to remember what you’re telling them, bold, dynamic lettering can do the trick. It can be a challenge to communicate in-depth information through video, especially when you’re launching a new campaign and your audience doesn’t have much prior knowledge of what you’re sharing. When ESA launched their Space Solutions, they wanted to engage with as many applicants and interested parties as possible, to help them launch their businesses and fund their projects.
Together, we created a campaign engaging the target audiences – young entrepreneurs and SMEs – raising awareness of ESA Space Solutions’ main values and what they do. We created a powerful, hard-hitting video campaign using fast-paced content and graphics to drive the narrative forward. We focused on bold text sharing crucial information, with visually exciting imagery in the background to help maintain the audience’s focus whilst still ensuring they understood the ESA Space Solution offerings.
4. Motion Graphics
Motion graphics are nothing new, but a combination of increased screen time with a battle for audiences’ attention online means that they’re stepping into the spotlight. Beyond the aesthetic benefits, motion branding provides a great ROI: according to Forbes, it can help your business grow revenue 49% faster. Motion branding essentially involves bringing your static logo and branding to life through moving graphics.
Recognising the increasingly essential nature of motion in online content, UK Research and Innovation (UKRI) approached Nucco Brain to produce their branding in motion. UKTI wanted a range of motion branding graphics to boost their online presence, for use across the organisation’s nine councils. As part of the assets, we created branded title screens to bring more character to UKTI’s videos, a slick intro and outro bringing their logo to life, and a series of branded lower thirds.
5. VR Integration
Young people have grown up around screens, and so capturing their attention with a simple video is no longer a given. Animation can also be integrated with other technologies to provide an exciting way of communicating information. Arizona State University (ASU) wanted a way to teach students at their online high school – ASU Prep Digital – in an exciting and groundbreaking way. They landed on integrating animation and virtual reality, using this emerging technology to create The Gaspee VR Experience, dramatising the events leading up to the American Revolution. In this instance, animation allowed students to ‘travel’ to a different time period, whilst providing course administrators with data on students’ progress for optimal results.
6. Frame by Frame
Another style of animation you could use in your communications is frame by frame. Particularly suited to character-based subjects, frame by frame animation is hand-drawn, allowing for more inventive movements and realistic expressions. This style of animation changes the content in each frame, and is good for fast-paced videos packed with action.
Nucco Brain chose to use frame by frame animation when working on brand storytelling for Rebel Girls. This style allowed our animations to flex creatively, working together using the vector-based software CC Animate for a slick final effect. Our video told the story of women’s involvement in the space programme, celebrating the 50th anniversary of Apollo 11’s mission to the moon. Our two and a half minute long animation focused on Margaret Hamilton, who was responsible for much of the code used on the on-board computers. The use of frame by frame animation helped us produce a slick, visually stunning video in Rebel Girls’ signature style.
7. Animation mixed with live-action
Depending on the content you’re looking to transmit, you don’t necessarily need to choose either animation or live-action footage: in certain cases, the two can work well together. We worked with the Global Principal Partner of Tottenham Hotspur to give the International Development Coaches’ Skills and Drills video an animated makeover. The benefit? The animated and live-action parts of the video each serve a different purpose.
Animation is used to demonstrate how each skill is performed, with features like arrows and highlighting used to ensure the training video is as clear as possible. The animated section is followed by live-action footage of Tottenham Hotspur match, providing the viewer with an insight into the skill when used during an actual match. In these videos, the combination of animation and live-action provided viewers with a 360 degree view of the skill, allowing them to both learn the technical steps, and see the skill in action.
If you’d like to find out more about using animation in your communications, get in touch with us today.