October 28, 2019 Last updated October 25th, 2019 550 Reads share

Animation Techniques Marketers like to Use in Commercial Advertising

Animation Techniques Commercial AdvertisingImage Credit: DepositPhotos

Animation has held a very special place in our lives. It is one of the most effective methods of storytelling and leaves an impression imparting recognizability if appropriately used.

Animation has been and will always be at the core of strategies for marketers as far as advertising is concerned. Along with multimedia, campaigns are built incorporating some or the other type of animation in the advertising. There are professional multimedia and animation companies help in developing bewitching animation videos, whether needed for education, gaming, or marketing.

As different forms of animation have evolved, a suitable alternative is selected, which will impart the most visual appeal to the product or service that needs to get advertised. From the most basic animation to advanced CGIS, advertising agencies have done it all to grab all the eyes possible to increase the visibility of a product.

Advertising has grown into a behavioral science on its own. Similarly, the selection and use of a particular animation type require its form of analysis. A high-end CGI animation, though fascinating, might not work with every service or product and might not even be needed. The service offered and the storyline surrounding it dictates the type of animation would be successful in being implemented.

Let us dive into this ocean of imagination and find some of the trending animation techniques that advertisers are benefiting from:

1). Animation Mixed with Live-Action:

More than the animation itself, at times the mere thought regarding the possibility of an animated character coming to life is what spellbinds viewers. Imagine sharing a bowl of a favorite cereal with a most beloved cartoon character from childhood is enough to cause goosebumps.

This very exhilarating prospect is what advertisers sometimes capitalize upon and combine the real and the digital world to create something exciting. Sharing the same screen space with an animated character is possible but only through the magic of animation. Watching a cartoon or an adorable animal in an animated form, suggesting buying your favorite beverage makes you want it all the more.

This amalgamation of the real and virtual is a very deceptive mix of two polar opposite elements and results in nothing less than enchantment. It helps make a personal connection with the audience, which is usually the primary and a tough ask. The brand eventually realizes profitability in turn through the use of animation mixed with live-action in its visual campaign.

2). Motion Graphics:

Liking things move in harmony or love seeing pieces falling into place to make sense of the whole picture is a human tendency. Digital elements flowing into motion have their poetry that appeals to the human eyes. Motion graphics is another such type of animation that is a trending choice among advertisers these days.

Motion graphics are a unique combination of digital footage or a piece of animation combined with audio in multimedia which emerges as a package. It combines minimalist motion elements with sound to create engaging content. This blend has helped brands to share their stories uniquely and reach out to a more extensive customer base.

Motion graphics animation has especially done well in cases where the service offered is a mobile phone application. The app developers can easily portray what the app has to offer and what benefits does it hold. Motion graphics based advertising effortlessly use digital elements and human tendency to incline towards logic to develop an inviting picture.

3). Whiteboard Animation:

For some of us, one of the first memories of drawing might include sitting in a classroom and trying to copy what the art teacher drew over the board. The next animation technique to undergo discussion seems loosely derived from this activity. An animator records its actions of drawing over a whiteboard to create both an illusion of animation and motion. It is a controlled version of time-lapse or slow motion. The setup and the approach itself create an educating environment. With a compelling storyline, an animator can acquire a very natural flow and be able to convey the idea in a very reductive manner.

This approach replicates the very impact one has in a classroom, where one is enabled to acquire knowledge in a supportive environment. Whiteboard animation is a smart way of establishing a very nourishing atmosphere through memory and successfully achieves the core task of promoting a service. Though with the right execution, this animation type can potentially work with various products, it has proved winning when it comes to promoting service businesses.

4). Stop Motion Animation:

Stop motion is a very traditional technique that has been used for a long time to create the impression of movement. It uses some fundamental elements in a very innovative way to create motion. Stop motion animation is nothing more than a progressive alignment of items and objects by hand and recording them, to later present them in such a manner that we see purposeful movement representing a story or an idea. Like any other type of animation, stop motion requires rigorous pre-planning with an impeccable storyline.

However, it’s intermittent nature allows it to cope with changes made during any stage of development. Even though the motion is not continuous to the human eye and an attempt at congruity is visible, it still captivates the human imagination easily and is efficient enough to deliver a message. With high contrast imagery and vibrant colors along with a suitable background score, stop motion can be implemented to promote a wide variety of products. Its uncomplicated nature makes it favorable to viewing to all demographics.

Very diverse animation types have been discussed here. But it can be observed if watched keenly that all eventually serve the purpose of delivering the key message even though in their distinct manner. Animation relies heavily on other elements, such as audio. However, the root holding to which the idea of animation grows is the animator or the artist working behind it.

It is common knowledge that any amount of good animation or visuals cannot salvage a bad storyline. The execution after a good storyline is prepared matters as well. The two aspects, pre-production, and actual filming are elements that are interwoven with each other and affect advertising profoundly. The types discussed above are a handful of various animation types, and there is even a more significant number of animation professionals and software in the market. You can read all about the different features in animation software and animation types on GoodFirms.

Remember, the animation begins by waking the wizard in the heart.

Video Animation – DepositPhotos

Massie William

Massie William

Massie is writing strategist in a well known web development company. She likes to write about animation and multimedia industry.

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