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How can you use animation to create emotional connections with your client's target audience?

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Animation is a powerful tool for graphic designers who want to create emotional connections with their client's target audience. Whether it's a logo, a banner, a video, or a website, animation can enhance the message, the mood, and the personality of a brand. In this article, you'll learn how to use animation effectively to communicate with your client's audience and make them feel something.

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Ernest Jere

Frontend Developer and Designer | DTP and Prepress

1 Why animation matters

Animation is not just a visual gimmick. It's a storytelling device that can convey meaning, emotion, and action in a dynamic way. Animation can capture attention, create interest, and evoke emotions in your client's audience. It can also reinforce the identity, values, and tone of voice of a brand. Animation can help you create a memorable impression and a lasting relationship with your client's audience.

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Ernest Jere

Frontend Developer and Designer | DTP and Prepress
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Animation matters because it helps make people become emotionally attached to certain products. Human-like and animal-like characters are created out of inanimate objects to promote products. People, especially children, have a propensity to accept and enjoy objects that have been given human-like qualities. Animations are also designed to motivate and encourage children to learn.

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Ronny Young

Founder @ oddbeast.tv OddBeast is the uncommon studio that's never not moving — creating stories that perpetually resonate between leading brands and their consumers.
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With motion design and animation, you have a secret tool at your disposal that "regular designers" don't have... audio. There is rarely a better tool to manipulate emotion than music. This can make poor animation look solid, and really good animation stellar. If your goal is to make someone laugh, cry, become angry... there's no better tool than music.

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2 How to choose the right animation style

There are many types of animation styles, such as 2D, 3D, motion graphics, stop motion, and more. Each style has its own advantages, disadvantages, and characteristics. The style you choose should match the purpose, the message, and the audience of your client's project. For example, if your client wants to showcase their product features, you might use 3D animation to create realistic and detailed visuals. If your client wants to express their creativity and humor, you might use 2D animation to create playful and colorful characters.

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Ernest Jere

Frontend Developer and Designer | DTP and Prepress
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Choosing the right animation style depends on the number of features to make an animation expressive. Emojis, sounds, colours, shapes, icons, and motions are used to create an emotional connection or feeling with the user to elicit certain kinds of emotional responses in users, such as feeling at ease, comfort, and happiness.

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3 How to use animation principles

Animation principles are the basic rules and techniques that make animation look natural, smooth, and appealing. They include things like timing, easing, spacing, anticipation, squash and stretch, and more. By applying these principles, you can make your animation more realistic, expressive, and engaging. You can also use these principles to create contrast, emphasis, and hierarchy in your animation. For example, you can use timing and easing to create different speeds and movements for different elements. You can use squash and stretch to create elasticity and exaggeration for some elements.

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Ali a Shan .

Senior Graphic Designer at SA Communication | Guiding Brands to Visual Excellence | Graphic Design Trends & Future Forecaster | work with 250+clients
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Animation principles are not just technical tools; they are the language through which a graphic designer like myself communicates emotion and story. In my three years of experience, I've found that mastering these principles is essential for creating a visceral connection with the audience. By manipulating timing and easing, I can control the tension and release in a scene, while squash and stretch can infuse a character with a sense of life and vitality that resonates with viewers on a subconscious level.

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4 How to use animation to create emotions

Animation can create emotions by using various elements, such as color, shape, sound, movement, and expression. You can use these elements to create different moods, atmospheres, and personalities for your animation. You can also use these elements to trigger emotional responses in your client's audience. For example, you can use warm colors, round shapes, upbeat music, fast movement, and happy expressions to create a positive and cheerful emotion. You can use cool colors, sharp shapes, somber music, slow movement, and sad expressions to create a negative and melancholy emotion.

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Ernest Jere

Frontend Developer and Designer | DTP and Prepress
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Emotional design is the area relating to the design of animation that can engender desired emotional states, for example, animation that enable people to reflect on their emotions, moods, and feelings. The focus is on how to design animation to evoke certain kinds of emotional responses in people. Emotions shape behaviour and everyday experiences. Animation’s appearance affects usability and the user experience. In particular, how expressive and persuasive animation can change people’s emotions or behaviours.

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5 How to use animation to create interactions

Animation can create interactions by using various elements, such as feedback, transitions, gestures, and actions. You can use these elements to create a sense of interactivity, responsiveness, and functionality for your animation. You can also use these elements to guide, inform, and persuade your client's audience. For example, you can use feedback to show the result of a user's action, such as a button changing color or a menu sliding out. You can use transitions to show the change of a state or a scene, such as a loading bar or a page flip. You can use gestures to show the user's input, such as a swipe or a tap. You can use actions to show the user's goal, such as a drag and drop or a purchase.

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Ali a Shan .

Senior Graphic Designer at SA Communication | Guiding Brands to Visual Excellence | Graphic Design Trends & Future Forecaster | work with 250+clients
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In the realm of graphic design, animation serves as a powerful tool for creating an emotional narrative that resonates with an audience. By incorporating feedback and transitions, we craft a visual dialogue that feels intuitive and engaging. Gestures and actions within animations can mimic real-world interactions, fostering a deeper connection with the user. As a designer with several years of experience, I've seen firsthand how well-executed animations can significantly enhance user experience, guiding and persuading users in subtle yet impactful ways.

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6 How to use animation to create connections

Animation can create connections by using various elements, such as stories, characters, humor, and empathy. You can use these elements to create a narrative, a personality, a tone, and a value for your animation. You can also use these elements to relate, entertain, and inspire your client's audience. For example, you can use stories to show the problem, the solution, and the benefit of your client's product or service. You can use characters to show the user's persona, the brand's voice, and the audience's aspiration. You can use humor to show the fun, the surprise, and the delight of your client's brand. You can use empathy to show the understanding, the care, and the trust of your client's brand.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you use animation to create emotional connections with your client's target audience?

1

2

3

4

5

6

7

1 Why animation matters

2 How to choose the right animation style

3 How to use animation principles

4 How to use animation to create emotions

5 How to use animation to create interactions

6 How to use animation to create connections

7 Here’s what else to consider

Graphic Design

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How can you use animation to create emotional connections with your client's target audience?

1

2

3

4

5

6

7

1 Why animation matters

2 How to choose the right animation style

3 How to use animation principles

4 How to use animation to create emotions

5 How to use animation to create interactions

6 How to use animation to create connections

7 Here’s what else to consider

Graphic Design

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