If you plan to use characters in your animation, you will want to think carefully about how to represent them. Conscious brands should approach character design with diversity and inclusivity firmly in mind.
In a previous article, we’ve written about Google’s monk skin tone scale and how brands can deploy it in their animations. These guidelines are wonderful for representing natural skin tones. However, there are times when a more branded approach may be needed.
Skin tones aren’t often part of a brand’s primary colour palette!
So, how do we depict diversity without relying on skin tones?
Let’s look at inclusive design practices to show diversity. We will use examples that focus on creative approaches to diverse character design instead of realistic skin tones.
Whether you’re a seasoned animator or a marketing manager, this guide is for you. Let’s get started.
Creating animation rich in diversity is more than just ticking a box. It’s about creating content that reflects your brand values and demonstrates a commitment to inclusivity, representation, and equality.
By including diverse characters in your animation, we’re not only being inclusive but also engaging a wider audience. It's a smart way of enhancing your brand perception, and contributing to a more equitable society.
We’re sending out the right message. However, that doesn’t mean we must stick to rigid principles. We can be creative!
Note: In this article, we’re only focusing on skin tone and physical features. However, inclusivity and diversity go beyond these aspects. We'll also touch on these additional factors you'll want to consider.
Using the monk skin tone scale is a great method for showing diversity. However, there are other ways to show diversity in your animation.
The challenge is; how do we do this? Especially if we want strong branded content. After all, colour is fundamental to brand identity and recall.
So let's explore inclusive animation techniques. Before we get started though, let's define the core principal.
For the Community Health Impact Coalition, we used the Monk Skin Tone Scale. Here it is in action.
Our simple acid test for diversity in animation is: Will anyone watching feel left out or underrepresented? Does the animation favour one race over another?
This straightforward test allows maximum creativity whilst ensuring we're being diverse in our representation.
For example, in our animation for the Association of British Insurers, we used brand colours to show character skin tones. Here we've used different colours, but you could also use a single colour for all characters.
It's not always about showing diversity. It's also about ensuring we're not weighting to one particular section of society.
Accessible Design for Animation
This article focuses on diversity in relation to character design, but it’s also worth considering other aspects of accessible design for animation.
Inclusive design is about acknowledging diversity and removing barriers that might exclude certain groups. Alongside skin tone, consider these important aspects:
• Provide Text Alternatives: Ensure your animation includes text descriptions or captions for screen readers
• Keyboard Navigation: Use a player that can be navigated and controlled via keyboard (play, pause, stop)
• Avoid Auto-play Animations: Don’t autoplay animations unless absolutely necessary
• Clear Messaging: Keep visuals clear and avoid overly complex or fast-moving elements that may confuse users
• Colour Contrast and Legibility: Ensure contrast between elements is accessible for users with visual impairments (meeting a ratio of at least 4.5:1).
• Avoid Flashes or Flickering: Eliminate rapid flashes or flickering that could trigger seizures in users with photosensitive epilepsy.
When targeting audiences in different territories, consider cultural aspects that may not be immediately obvious.
For example, while handshakes are commonly depicted as a sign of agreement in Western animations, physical contact between men and women may be considered inappropriate in some Middle Eastern countries.
Consider these cultural sensitivities, even if they don’t always apply.
Character design is a powerful tool for representing diversity. Creating characters with diverse body shapes and other physical traits can reflect the real world better.
However, like with skin tone, we don’t have to be literal. Instead of traditional character designs, consider using simple shapes or abstract representations.
For instance, in a project for Tessellate, we used basic shapes and animation to convey expressive qualities.
Also consider how you could weave in inclusive visual storytelling. For example, like including storylines or aspects from different cultures. Just remember, we must always start with the core principals of engaging storytelling.
Inclusivity goes beyond design. Carefully consider the voice-over artist you choose, along with music and sound effects.
You might also want to use “real voices” instead of professional voice actors, as we did for Zurich’s Youth Against Carbon animated explainer video.
Symbols, motifs, and themes can be powerful tools for conveying diversity. Incorporating cultural symbols, motifs reflecting diverse experiences, or themes that resonate with a wider audience can enrich your content.
Don’t overlook inclusive language. Ensure that your script respects and acknowledges various individuals and groups.
Avoid language that is discriminatory or exclusionary. Additionally, be mindful of regional differences. For example, a phrase like “It’s not my cup of tea” may not be well understood by a US audience. For overall best practice, check out our blog on effective script writing for animated videos.
Consider how narratives play into inclusivity. Stories about different cultures, genders, ages, and abilities can help your content resonate with a broader audience.
Technology plays an important role in ensuring your animation is accessible. For instance, using SRT subtitle files instead of embedded text ensures compatibility across platforms and devices.
If you plan on using text on-screen (in whatever form), make sure its clearly legible.
Some clients have selected diverse people to provide feedback on animations. A steering group can help catch overlooked details or validate authenticity.
The goal is not only to represent diversity but to resonate with diverse audiences. If your content is well-received by a range of viewers, it indicates that your inclusivity efforts are paying off.
Creating diverse, inclusive, and accessible animations takes extra thought, but it’s well worth the effort. If we all do our part, we can help shape a more inclusive industry standard that others will follow.
Finally, here's how some of the biggest brands in the world approach diversity in animation.
