We live in a world where the average attention span is at around 8 seconds, decreasing every year. So how can I, as a designer, put out things (on which I’ve worked really hard) that capture attention, form brand identities, and shape emotional connections between brands and their clients? The answer is simple: Animations. Let me explain why.
1. Animated figures have persuasive powers through the “Vividness” effect.
The Oxford Encyclopedia notes that information can be described as vivid, if it is “likely to attract and hold our attention and excite the imagination to the extent that it is (a) emotionally interesting, (b) concrete and imagery-provoking, and (c) proximate in a sensory, temporal, or spatial way.”
Animations, as a film format manipulating figures to appear as moving images, have the ability to bring brands to life. And, their ability to grasp our attention has a positive impact on a brand’s personality and its visibility.
2. Animations are pieces of art and lines of poetry
As a digital designer, the things I create are like writing poetry to me - I shape line after line, making sure everything blends together nicely, until I reach the climatic point where I can say: This is it. Creating animations is a laborious process involving a lot of thought and anticipation of reactions; what is the viewer going to think about this? Is this moving too fast or is it too slow? Is it an appropriate representation? All these questions have to be considered when creating an animation and often I find myself getting caught up in this digital world, when my creations impact my own emotions.
3. Good and effective animations and what they’re made of: The Spuerkeess Case
My 3 main rules for good motion design are:
- Exaggerate the brand’s message in a simple, yet playful way.
- Form better connections by focusing on your own experiences to enhance the animation’s narrative.
- Dynamic animations need to be fast-paced.
So, you’ll need to get to know the brand, and let the brand get to know itself. Let’s take Spuerkeess and the Motion Design I have composed for them. Spuerkeess is a long standing client of Apart and so we know each other quite well.
Here, you can see three examples of their animations and why they work.
What it shows:
A dynamic background with a centered character sitting on the logo of the app (big cube). All services are at the click of a button, conveying instant access. Work is made easier by the app, which is shown by the fact that the icons feel light and are flying. The character is swinging his legs which shows that he is relaxed.
What it is:
The Spuerkeess employee's life is made easier by the app. He is relaxed and confident
What it shows:
Dynamic yet precise: the character has made the conscious decision to equip his home with solar panels. We can see the determination he has, as he installs the solar panel on his roof. The Spuerkeess employee jumps out of nowhere to fully validate and encourage his decision.
What it is:
Spuerkeess is excited about the development of green energies.
What is shows:
The client is happy to have all those cards that fulfill his various daily needs. Every card has its proper use.
What it is:
Spuerkeess offers many different cards and accounts to please and suit their customers in many ways.
4. A strong brand and client relationship can be beneficial for both.
Generating an enjoyable experience for the viewer puts the vividness effect into place and, subconsciously, the viewer forms an emotional connection with the brand. This experience has a positive impact on the brand image - allowing brands to reach their goals through consumer loyalty.
Brands are constantly trying to get closer to their clients in this new era. That is why animation has become a key format to building an emotional connection between brands and clients in the digital world.