Peyton Hammed, Art Director
Animation. It’s everywhere. You see it on everything from billboards to the lock screen on your phone. It’s at self-checkout kiosks, on the digital soda fountain at a fast food joint, and even turn signals. It defines the way we interact with our smartphones and tablets. Animation and motion design is everywhere. And I’m sure you’ve noticed the uptick in animated advertisements on your feed over the last three years. But why has it become so ubiquitous? Why have the biggest brands, from Apple to Nike, been going all in on animation in their marketing products? Here’s the top four reasons:
1. It’s versatile
There’s a reason you see it everywhere. It can comprise an entire project, or pair with photographic elements and live-action video to create multi-dimensional final products. It also bends however you need to hit a demographic, match a brand style, or clearly depict an idea. The sky's the limit in terms of creativity; the only limiting factor is the time you have to complete a project.
2. It’s effective
Animation gets the job done. It’s interactive, original, and feels entertaining without feeling too much like a pushy ad. It gets the point across to your audience, no matter how complex or abstract the idea, while grabbing their attention with pleasing colors, moving shapes, text, and sound.
3. It boosts brand awareness (and makes things more cohesive)
We are no longer in the days where a logo and matching letterhead make up a complete brand style. Motion design adds complexity to a brand, expanding its story, its values, and its mission. With animation, a 30-90 second explainer video can do a lot more than copy or a talking head to make its mark in the viewer’s mind (If you want to dig even deeper into why this is - take a second and google “the picture superiority effect”). You have an opportunity to create something completely unique to your brand that can cement ideas, and eventually trust into the minds of viewers. If you are looking to stand out, animation is an asset that can make your content bold and unique, with a lot more personality than live-action video is capable of.
4. It’s cost efficient
When it all comes down to budget, Animation wins again. Live-action video requires cameras, lighting, sound equipment, actors, crew… and that's all before the editing process begins. It typically involves a long day full of billable hours and the risk of not getting the perfect shots for the editing phase. With motion design, all you need is a computer, some software, and a talented animator who can create endless amounts of content quickly and without the hassles involved in coordinating a video production.
Consider this: Think of a major brand. What’s the first thing that came to mind? Got it? Was it Coca-Cola? They’ve been doing it for years. What about Target? Yes, them too. Or maybe Apple? You think they would miss out? Whatever brand it was, I bet they’ve used animation to some degree in their marketing campaigns.
Here’s the point - Animation is so present in our lives, we don’t even realize the impact it has on our brains. I encourage you to start paying more attention. Get inspiration and think of ways you can use animation to meet your goals. And remember, just because these huge brands are already using it doesn’t mean you’re too late to the game to take advantage of the opportunities animation provides. In marketing as in entertainment, video games, UX, and web design, the age of animation is just getting started.
Marketing & Animation in 2022
