Insatiable user appetite for short, digestible and moving content makes animation an appealing medium for audiences. Produced quickly, easily, and inexpensively, animations are also an accessible and effective choice for those with a story to tell.
Gaining around 30% more audience reach than static images, animation and live action videos are compelling, capturing and holding an audience’s attention. YouTube is the most popular platform for hosting videos, whilst social media channels such as TikTok, Facebook and Instagram are also popular for sharing short videos.
When comparing different video formats, the benefits of animation may seem obvious. Animation doesn’t require casting, a set or location, or rely on the weather. But the benefits can be far greater than just dispensing with such practical considerations. For example, animation can be more explicit than live action video, making it a particularly effective medium for conveying a brand through bolder graphic devices and imagery. Brand colours, icons, typography etc. can be easily inserted into an imaginary world, unshackled from the need to reflect realism. Animated worlds can also be inhabited by brand characters to tell the story.
Created in 2D or 3D, animations can be created as explainer videos, infographic or character animations. A short 2D infographics animation that we created recently told the story of how wine producers are learning to adapt to the impacts of climate change. The use of flat graphics set out a clear story that translated a complex scientific process into simple consumable content.
For all types of animation, the pre-production, production, and postproduction stages remain broadly the same.
The 5-step Animation Process
Step 1: Establish your story (pre-production)
- Establish your objective and clarify your message.
- Decide where your video is going to appear. You need to produce the right content for the right platform. If this will be social media, decide which platforms. TikTok necessitates shorter content than platforms like YouTube.
Step 2: Script writing and storyboarding (pre-production)
- Write your script and make decisions about audio – voice over, music etc.
- This step involves creating static graphics and working out how to portray the story through movement. Set out the steps of how the story will progress.
- If using a script, this is the first stage where script and audio come together – ensure that they are aligned and synchronised.
Step 3: Create frames – animate and voice recording (production)
- At this step, the storyboard is broken down into smaller parts to create smooth transitions from frame to frame.
- Keep on message by ensuring the graphics match brand expectations, guidelines and tone of voice.
- This is the point to make any changes to the elements created so far.
Step 4: Editing, sound design and after effects (postproduction)
- This is when the story comes to life – the parts start moving within and between frames.
- Here we can focus on ensuring potency and naturalness with the animation.
- Whatever decisions were made about audio in step 2, this is the time to implement them.
Remember
- Accessibility requirements are a critical consideration at every step. This involves ensuring images do not move too quickly, avoiding lower contrast ratios, minimising or eliminating background sounds during narration, including alternative text etc.
Step 5:
- You’ve created your animation, now go forth and tell your story!
Author Warwick Buckland, October 2024