Choosing the right animation style for your brand is crucial (and maybe a little daunting). However, it can have a profound impact in creating a memorable and effective marketing video.
It’s not just about aesthetics, but also about how the style aligns with your brand, audience, and messaging.
In this guide, we’ll break down the process into simple steps to help you make the best decision.
Your animated video will be a key marketing asset. It should therefore look and feel like your brand.
However, it does not need to stick to a specific style you have used before or be like your other marketing materials.
That said, whatever animation style you choose, it does need to be on-brand.
Sound confusing? It can actually be boiled down to a few simple points.
Step 1: share your brand guidelines with the animation production company. If you don't have brand guidelines, instead provide your brand colours and any other relevant marketing materials.
Step 2: search out examples that inspire you. They might be similar to the theme of your video, but they don't have to be. Note what you like, and just as importantly, don't like about each example.
Step 3: ensure your budget matches the examples you've chosen. If you're not sure, the animation production agency will soon tell you.
That's it. Simple. The agency will then have everything they need to guide you on potential creative routes.
A word of caution here to save you a lot of time. When you research the best fit animation company for your project, be sure to check out their examples. Do they all look the same? Or do they show huge variation. This will inform you as to their capabilities in creating diverse styles.
Whilst you can't much go wrong by following the 3 steps outlined above, there are some other aspects you may want to think about.
For example, the theme of your video might also help inform the style. Here are some industry terms and when you might want to consider them specifically.
Other styles might include stop motion, 12fps, mixed media, and white board animation.
There is no 'right' or 'wrong' style from a purely technical point of view. 2D animation and 3D animation both have their merits. Including your chosen animation agency in the decision making can be greatly beneficial as they'll have a unique view.
They can help guide the decision thanks to their strong understanding of your brand, audience, video theme, and message.
2D animation is timeless, flexible, and virtually any style can be produced.
Its simplicity also makes it relatable and effective for storytelling. Using 2D animation conveys your message clearly, making them ideal for diverse audiences.
For clients who want to showcase physical products, 3D animation is a must.
That said, the video doesn't need to be purely 3D. Often 2D animation is mixed with 3D animation. Each adds to the storytelling and visual appeal.
3D animation doesn't have to be realistic either. There are many approaches that can be produced, each with their own personal appeal.
There's times when you'll want to consider a purely text-led animation. For example, for an event screen at an exhibition. They are a great way to capture your audience's attention whenever they happen to be walking past. And, of course, they work without sound.
However, there's another time when you'll want to think about using text-led animation too; brand stories. They can create a sense of intimacy that's hard to match with voice over. The viewer reads the text in their own voice, bringing a sense of familiarity.
Short, punchy sentences also help to refine your brand story into it's most potent form.
Selecting an animation style often involves budget and resource deliberations. Different styles demand varying levels of resources and expertise. Assess your financial constraints and resource availability before deciding.
As we said earlier, if you're unsure, check-in with the animation agency. They can help you determine what different approaches might cost.
Animation complexity can also influence both production time and cost. Just because an animation is 2D doesn't necessarily mean it's going to be cheaper, than say 3D.
Depending on the style, and engagement level you're after, 2D animation can get quickly get very expensive. A simple iconography style is going to be vastly cheaper than slick motion graphics, or using characters.
Whichever style you opt for, the most important thing is it feels like your brand, and engages your audience.
Finding the right balance between quality and cost is crucial.
Avoid cutting costs at the expense of quality. Poor-quality animations can harm your brand image.
Ultimately, ensure your animations align with your strategic marketing goals and maintain consistency in messaging and aesthetic.
When all is said and done, whatever brand animation design you choose, it needs to deliver the goods.
To gauge the success of your animated content, tracking specific metrics is important.
Consider the following key performance indicators (KPIs) to assess effectiveness:
Analysing this data helps identify strengths and areas for improvement. It ensures that your animation strategy aligns with your brand goals.
There is no 'right' animation style for brands per se. However, there are some styles that may lend themselves better to your brand, preferences and video theme.
If it feels overwhelming, you can't go much wrong sticking to the 3 steps we outlined at the start. Or chat with the animation agency who will be able to steer you.
You can also download our animation guide, which includes a variety of animation styles and how much they cost to produce.
