Billions of people worldwide have been moved by the wonders of animation. After all, animated films and TV shows occupy a large portion of the media audiences consume on a daily basis. Let’s take a closer look at these mediums and discover why they are so mesmerising.
What Is Animation?
Animation is defined as the technique of making successive drawings to create the illusion of movement. When these images are put together they can resemble a moving picture featuring characters that think and feel.
Animation was associated with children’s media in the past, but many animation powerhouses such as Walt Disney Animation Studios and Studio Ghibli have been producing animated films that appeal to people of all ages.
The mediums of 2D and 3D animation provide creators with limitless potential to express their creative desires and convey complex emotions. This is one of the main reasons why animation is gaining popularity in advertisements and promotions.
The Use Of Animation In Marketing
Marketing With 2d Animation
2D animation has been used for marketing since the 1950s. Many advertisements from this era featured children’s cartoon characters promoting a particular product such as a breakfast cereal. Over time marketers learnt to develop unique characters for the sole purpose of marketing to audiences.
Animation gave marketers a method for flexible storytelling with few constraints. Anything they imagined could be drawn and animated with the help of animation studios. London was home to many such studios that helped marketers realize their vision for animated advertisements and promotions.
The aforementioned 2D style of animation is still popular today; however, 3D animation is catching up in popularity due to the widespread availability of 3D animation tools.
Marketing With 3d Animation
3D animation emerged in blockbuster films in the 80s and has been gaining steam in the field of marketing ever since. 3D animation can be defined as animation produced using computer software that features 3D shapes and models that can be manipulated.
The first notable 3D animated release in theaters was Pixar Animation Studios’ Toy Story. Audiences were wowed by the unique appearance of computer generated imagery (CGI) characters and objects, and began craving other media that featured this technology.
However, creating even a short CGI animated clip was a slow and tedious process that often took animators hundreds or even thousands of hours to complete. Due to this reason, development of 3D animated media was uncommon compared to 2D animation.
This all changed with the emergence of more powerful computers with the ability to process CGI graphics at faster rates. In addition this, next generation 3D rendering software made it easier for animators to create and manipulate CGI objects in a short amount of time. Today, companies regularly feature 3D mascots in their advertisements and promotions.
These 3D characters are typically created with the help of 3D animation studios in London. London based studios have created many of the 3D mascots we see in advertisements on TV.
What Are The Benefits Of Using 2d And 3d Animation For Marketing?
In addition to providing marketers with creative flexibility, 2D and 3D animation offer many benefits for companies looking to spruce up their promotional campaigns. These benefits include:
Improving Your Site’s Seo
Marketers spend a fair amount of time trying to optimize their business website’s SEO using creative content. Adding animated videos to your website can boost your SEO as search engines favour sites with video content.
In addition to this, websites with animated videos are more likely to receive backlinks from viewers, further elevating your site’s popularity.
Content That Resonates With Audiences Faster
One of the best reasons to animation in promotions is to convey a message efficiently and concisely. Audiences rarely have the time to read lengthy walls of text that aim to convey a moving narrative. These same people could be moved by watching a 10 second clip of an animated character weathering through a relatable life situation.
The added bonus of using animation is that it transcends language limitations. An animation created in a foreign language can still leave an impact on viewers due to the universal understanding of facial expressions conveyed by animated characters.
Due to this reason, an organisation could broadcast an animated advertisement with little to no dialogue in multiple countries without redoing or translating the whole advertisement.
People enjoy sharing content they find amusing or interesting on their social media. If your animated content is especially eye-catchy and engaging, people will be more likely to share and post about it on their social media networks. This can generate discussion around your content and boost its popularity.
If your content is shared enough times your audience is essentially doing promotion for you free of charge. This can make animated videos one of the most cost effective ways to promote your brand.
Making Apps More Engaging
Animations aren’t just limited to videos. Many mobile apps use short animations to improve their user experience and keep users engaged.
You’ve probably already seen a variety of “page loading” animations on different mobile apps. These animations are created in a manner similar to other 2D and 3D animations.
Many users would say these animations “breathe life” into the process of interacting with the app. Animations lets you create meaningful transitions, give users visual feedback on their actions, and provide important updates in a friendly and engaging manner.
As you can see, there are plenty of reasons to use animation in your promotional activities. The process of creating animations is easier than ever in the digital era. However, many small companies may not possess marketing staff who are familiar with creating or using animations.
If these companies wish to use animations in their advertisements, they should seek out the help of 3D or 2D animation studios in london. London features many animation houses that create content for businesses of various sizes.
Richard Kearsey is a digital designer at Emerald Colour – a graphic design agency in London that offers various services, like website design, animation, bespoke exhibition stand design, etc. He loves creativity and enjoys experimenting with various design techniques for both web and print. He also enjoys sharing his thought on the latest design trends and upcoming marketing ideas.