How Animation Can Bring Your Brand to Life
It’s been an exciting time at the Buttercrumble studio, as we’ve recently welcomed Emmett to the team. Emmett is an all-star creative who will be supporting our design projects, especially animation and motion graphics. We value the new perspectives and ideas — it keeps us fresh! Emmett shares his insights below…
Have you noticed a rise in animated advertising recently? This could be in social media marketing, at events, or even bus stops. Many brands are paying more attention to their ‘motion identities’ and are treating this as a key part of their brand guidelines — but how does animation elevate a brand, or make a worthwhile ROI?
Above: animation can improve accessibility by gently guiding your audience through a story or process.
What are the benefits of animation?
There are many ways animation can benefit your brand…
Flow of communication
Animation is a great way to curate your brand narrative and tell your story exactly how you’d like it to be shared; the pace and order of information is decided by you. This means that more time and focus can be dedicated to key brand messages.
Accessibility
If you’d like to reach diverse audiences, animation is a highly accessible form of communication. Movement weaves narratives that are easy to follow while reducing cognitive load, and voiceovers allow your message to be received by those with visual impairments or learning differences.
Engagement
In the age of the endless scroll, the average attention span is now around 8 seconds – so you need to stand out! Animation creates visual excitement, keeping audiences entertained and more likely to continue engaging with your brand.
Emotional connection
Customer decisions are rarely logical; the emotional areas of our brains often have a lot of power in decision-making. Even subtle movements convey plenty of emotion; by connecting with the emotions of your audience through animation, you’ll increase conversions to sales.
Multi-channel applications
If designed and planned well, animation can work for you across multiple channels and formats. Animations can be cut to different lengths, resized, or even be repurposed into static content. This means that one animation can be recycled, again and again.
Although we’ve just highlighted why animation is so great, this doesn’t mean it’s the perfect solution for everyone, or that you should jump straight onto the trend! However, if you’re looking to diversify your audience and tell a compelling, engaging brand story, animation may well be for you.
Introducing Emmett
Emmett is a purpose-driven graphic designer and animation specialist, with 5 years’ experience collaborating with partners across the charity, research, commercial and healthcare sectors. He loves working on projects that contribute to social and environmental good, or entertain younger audiences. He also has an interest and previous experience in teaching graphic design in University settings.
Our approach
At Buttercrumble, we approach animation with care and creativity. We build emotionally resonant narratives with strong hooks to engage audiences, and work with our partners to maximise animations across multiple channels to increase impact. As always, our process is collaborative, allowing for feedback throughout the planning, storyboarding and animation stages.
Would you like to bring motion to your brand? Please do get in touch, we’d love to support you.