How 2D and 3D Animation can Transform Marketing Campaigns
2D and 3D animation has the ability to bring your marketing campaign to life and add real fireworks to your visuals…but how can you harness it to ensure it transforms your marketing mix in the best possible way?
Jay D Loe, Chief Animator and editor at Front Foot Creative’s animation service here in Cambridge offers his insight…
Why choose 2D and 3D Animation?
It’s not exactly a bold statement to say that static images are trumped every time by video and 2D and 3D animation.
96% of people say they watch explainer videos to learn more about a product, and 89% report having been swayed to purchase.
2D and 3D animation can be an incredibly effective way of conveying key messages about a product, service or your company ethos. With the right creative input it can be a visually engaging method that can set your business apart.
It can also be more accessible and affordable than you might think. Our animation service here in Cambridge works with businesses of all sizes and across a range of industries.
There are plenty of reasons to choose 2D and 3D animation. Yes, the obvious one is the emotive, engaging and spectacular visuals that can be created, and the ability to inject life into abstract or dry subject matters, but there are also logistical reasons.
Unlike a video shoot, animation can be produced remotely, negating the need to book shoot days, organise staff to appear, scout for locations and seek filming permissions.
How do I decide which style of 2D and 3D Animation to go for?
Animation is a broad term and there are lots of different types to consider. Our animation service here in Cambridge offers the full range, from 2D typographic and iconographic, 2D animation characters, both simple and complex, full 2D scenes, 3D rendered graphics and collage and photo based graphics.
Before you decide which type of animation treatment to go for, you need to establish which type fits in with your brand type, style and voice. Are you launching a complex product that will require 3D animation to bring it to life, or is your business a service that requires an animation explainer to reach a potential customer base, using iconography or 2D character animation?
You must also consider budget as animation is completely scalable – from affordable animation services, right up to the sky is the limit!
My business is a service not a product – how can Animation help?
It’s often the case that businesses approach Front Foot Creative for animation services here in Cambridge with a dilemma. They have a service to promote with no physical product and are struggling to find a creative treatment that will work.
It may be an abstract service such as financial that is being offered so there is nothing obviously visual to show.
This is an excellent example of where 2D animation can come into its own. An iconographic approach, utilising statistics, figures and basic geometry, brought to life by bold colours and movement to tell a story can transform an abstract service into a visually compelling piece of content.
Having nothing physical to show shouldn’t be a blocker of creativity – in many cases, it can fuel the creative fire.
2D and 3D Animation can set your Brand Apart
Animation services, particularly motion design, are now becoming a key part of brand identity. Brands are now having re-usable animated graphics designed for use across their social media, video content, websites and apps.
The theory behind the motion is also making its way into brand guidelines, to ensure future creations follow the same style.
Style of movement should match your brand voice just as much as your written copy does. For example, a data security firm needs to present themselves as trustworthy and secure, so elements may move in a predictable manner and firmly lock in to place.
A more light-hearted brand might take a more jovial approach, having elements bounce, squash and stretch. Motion can connect with an audience on an emotional level and actions can speak louder than words.
It is becoming common for users to expect motion in design elements, especially across apps and interactions. It can confirm actions, guide and inform and simply re-assure the user that their input has been registered.
Forward looking brands should consider adding a motion design element to their core branding ahead of the creation of individual assets.
A little something to watch mid-read... Front Foot Creative Animation Showreel
2D and 3D Animation techniques are ever evolving
Trends and new tools for 2D and 3D animation are constantly evolving. When an app is updated or a new animation tool is introduced, it can spark a new trend.
There have been many updates recently in 3D motion graphics and some 2D motion graphics around particle and physics sims – like noodles or particles – interacting with each other in a dynamic way. Previously, techniques like this using traditional methods would have been extremely time consuming to animate.
Now, utilising new tools, you can simulate dropping elements onto the floor and have them scatter about in a physically realistic way. The result of this is much higher production quality in a much shorter time.
There are also exciting developments around typography where the text is used more as a design element rather than something you actually sit and read.
For example repetition and the use of different font weights and colours can make text become dynamic and move in ways you’re not expecting, so you get the impression of the types of words that are there.
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