An animation is a vivid and effective way to communicate a company’s product, concept or idea. It can make the complex simple for the recipient while standing out from the crowd of classically produced videos.
But how do you choose the right style for your animation? We take a closer look at that here.
Choose the right style for your animation
The animation style depends on the message you need to convey; whether it’s an explainer, a sales pitch or a product presentation.
So you have to decide on character design, color choices and narrative style, among other things. And one of the most important choices is whether the animation should be made in 2D or 3D.
2D or 3D – what suits your message best?
One of the first decisions you need to make is whether the animation should be 2D or 3D. It depends on the purpose and complexity of the content.
2D animation is often a good choice for explainers or sales videos where the message needs to be conveyed simply and effectively. It requires less detail and is well suited for services or concepts that don’t necessarily need to be physically visualized.
3D animation is ideal if you want to show a product or technical solution with high precision. Here you can create an almost photorealistic look that gives the recipient a concrete picture of what you offer.
See examples from both Nordic Story and Rockwool where the choice of 2D or 3D supports the message perfectly.
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The story
Style isn’t just about visual design. It’s also about the way you tell the story.
For example, you can choose a narrative approach with characters, setting and a clear storyline – like in this case from The Lunch Company.
Or you can go the simple and technical route, where voice and graphic elements combine to explain a product or service – as in this example from GlobalConnect.
There is no set list; only the solution that best suits your purpose and target audience.
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Style choices and character design
Once you’ve decided on the format, a world of visual possibilities opens up.
A simple example: Imagine a male construction manager. Depending on the style, he can be realistic, cartoonish, simple or detailed. It can be with or without shadows, facial expressions and personality. Each version says something different about the sender.
Here it is important to consider:
Who is your target audience?
How does the style fit with your brand and visual identity?
Should it be serious, playful, technical or warm?
Animation for marketing
Once the animation is finished, it’s time to bring it to life and it can be used pretty much anywhere – your website, social media, trade shows, etc.
It can be beneficial to have the animation made in multiple versions and formats to suit different platforms. Maybe you want to cut it down to a short header for your website or make it in story format for Instagram.
Do you need a price for animated video?
At Filmbudget, we offer animation for marketing. Get in touch – we are happy to advise on style choices, formats and production.
And we always have transparent prices.
Or read more about what we offer here.
