gain more traffic by finding the right animation style for your business
Animation may seem like an alternate universe to a lot of businesses and business professionals, but it’s such an effective marketing tool, that 78% of digital marketers reported gaining more traffic after using video content, like animated explainer videos, on their websites.
But with most businesses adhering to their own personal tone of voice and brand guidelines, the same style of animation might not always work for everyone! Let’s take a look at a few styles of animation and how they differ—straight from our lizardy lounge!
We asked our team of creatives to show off their breadth and calibre by all taking the same walk cycle template (with fixed shapes in the background) and making it their own in any animation style their reptilian hearts may desire.
the template
robbo the robot
Animator: Jordan
Robbo’s Backstory: Robbo the robot is enjoying his walk to robo-college.
Style of animation used: 3D animation with the use of grainy gradients and bright colours & lighting
Why did you pick this style? Grainy textures are typical of 2D illustration/animation but I wanted to give it a go in 3D.
sally-two-feet
Animator: Marcus
Sally’s Backstory: Sally walks merrily along the grand union canal. Isn't nature wonderful?
Style of animation used: An Orthographic Bold Illustrative style in 3D.
Why did you pick this style? I wanted something that would prove challenging but fun.
lollypop
Animator: Nick
Lollypop’s Backstory: Away from the busy city, enjoying the great outdoors at sunset.
Style of animation used: Pixar 3D feel. Stylised character with realistic lighting.
Why did you pick this style? I wanted to create a scene with dramatic, realistic, and atmospheric lighting.
errol
Animator: Emma
Errol’s Backstory: Errol sets off on a bold adventure, following nothing but the wind in his fur, and the scent of dandelions
Style of animation used: 3D stylised with dynamic fur and realistic texturing.
Why did you pick this style? I wanted to challenge myself, with a strong emphasis on the texture and finish of the 3D character.
* Extra note - I was inspired after watching David Attenborough's Green Planet and seeing the segment about harvest mice and their love of dandelion seeds
sandy
wors
Animator: Jessie
Sandy’s Backstory: Sunburnt and determined, the only things in her sight are the beach, her ducky steed and the salty waves.
Style of animation used: 2D illustrative hand drawn frame by frame.
Why did you pick this style? I wanted to show off a style that is very me and something different from the work we usually produce.
Animator: Luis
Wors’s Backstory: Wors has an epiphany that the sauce is within.
Style of animation used: 3D animation using a toon shading style.
Why did you pick this style? I wanted to keep the whole piece cartoon like, from wacky characters and animations to shading & overall atmosphere.
Hamish & Haggis
Animator: Janine
Hamish and Haggis’s Backstory: Hamish is taking his pet Haggis out for his daily walk through the glens, lochs & crannogs.
Style of animation used: 2D illustrative hand-drawn frame by frame.
Why did you pick this style? I wanted to try to make a caricature of well-known Scottish stereotypes & try something out of my comfort zone - the frame by frame method lends itself more to the comedic outcome of the characters.
which animation style is best for your business?
The best style of animation for your business really depends on two things:
your brand personality
your desired public image
If you’re a sleek, corporate company, a glossy 3D animation may better engage your target audience than a 2D or hand-drawn animation. If you’re not sure what your desired ‘brand personality or public image’ is, that’s where we come in! The best thing you can do is to book a call or discovery session with an agency, as a professional team of B2B animation specialists should have a much better understanding of bringing your complex ideas or messages to life. Aside from your desired brand personality or public image, the best animation style for your business also depends on how you plan on using your commissioned project.
In terms of animated explainer videos, you see a lot of 2D computer-generated animation, as it’s really effective for grabbing attention while being more cost-effective. When it comes to presenting products, 3D is your baby! You want to entrance your audience, and hook them as quickly as possible. Creating a lively and engaging 3D product visualisation can help you get your message across in an interesting way while at the same time keeping your audience entertained and enthralled.
Plus, one of the biggest reasons why animation strengthens your business or brand, is because it can be nostalgic.
As our head honcho, Christine MacKay, writes in her recently published book, Destination Animation: How Smart Marketeers Convey Complex Messages Memorably:
In short, it’s definitely good to know which animation style is best suited to your business image or brand personality, but it’s not always necessary. As long as you’ve got a product, service or complex message you’d like to have animated, our team will take care of the rest!
