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Last updated on 2024年6月8日

How can you use animation principles to create more effective marketing videos?

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Animation is not just a tool for entertainment, but also a powerful way to communicate your message, engage your audience, and persuade them to take action. In this article, you will learn how to use animation principles to create more effective marketing videos that can boost your brand awareness, conversions, and loyalty.

本文章的要点总结

Storyboarding your vision:

Create a storyboard to visualize your script. This helps ensure your animation aligns with the marketing message and maintains viewer engagement.### *Testing for effectiveness:Test different versions of your animated videos. Experimenting with styles, scripts, and calls to action will highlight what resonates best with your audience.

本摘要由 AI 和以下专家提供支持

1 What are animation principles?

Animation principles are the basic guidelines that animators follow to create realistic, appealing, and expressive movements for their characters and objects. Developed by the legendary animators of Disney in the 1930s, these principles remain highly relevant and useful today. Squash and stretch provides elasticity and weight to shapes, making them more dynamic and flexible. Anticipation prepares viewers for the upcoming action, creating suspense and interest. Staging directs attention to the main subject using composition, lighting, and camera angles. Ease in and out adds realism and smoothness to movements by gradually accelerating and decelerating them. Arcs follow natural trajectories of objects, creating more fluid and graceful motions. Secondary action adds detail and depth to the main action, showing its reaction or consequence. Finally, timing controls speed and rhythm of movements, conveying mood and personality of characters or objects.

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Priscilla Prentice

Visual Design, UX/UI, Digital Media for business - As a designer, I take complex ideas and stories and make them approachable.
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I've found that less is more with animation. A viewer can not always see everything that is moving in a very short animated video. Make that work for you and spend your time and beautiful animation on the thing the user really needs to notice to get the story.

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Kerolos Lewis

Multimedia designer
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Define your project and objectives, and developing your script or narrative can help you to define the most appropriate level or style of animation that will fit your project.

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2 Why are animation principles important for marketing videos?

Animation principles are an important element for marketing videos, as they can capture the attention of viewers, explain value propositions, show brand personality, trigger emotions, and inspire action. Animation stands out from the clutter of static content, simplifying complex concepts with visual metaphors. It also expresses brand voice and style with colors, shapes, sounds, and movements. Additionally, animation can evoke positive feelings that influence the decision-making process and create a connection with an audience. Ultimately, animation can motivate viewers to take the next step with clear calls to action and rewards.

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Priscilla Prentice

Visual Design, UX/UI, Digital Media for business - As a designer, I take complex ideas and stories and make them approachable.
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Keep in mind that if a viewer is trying to read type and there is a lot of movement of the type of things around the type, it will slow down their ability to process what they are reading. I think of it like reading a sentence on a bumpy car ride. It might take your viewer longer to read and process those words.

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Jack P.

????Motion Designer???? Making cool content for cool people
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A lot of principles are geared towards natural movement, giving your work a satisfying realism, but that doesn't mean you can just apply them all and get a decent result to your work. So consider carefully suitable uses for principles, for example, if I were doing a clean techy explainer, I wouldn't be going slapping some squash and stretch on a phone product shot for example.

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Thomas E. Richner

Storyboard Artist at 20th Television Animation on The Simpsons @trichner on Twitter Multi-Emmy Certificate winner for contributions to the show
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Humans- stop training AI by spilling your guts and all the knowledge you’ve acquired over possibly decades of work here for these articles!! What are you thinking?!? Talk with a young artist instead. But there is ZERO reason to give away your knowledge here! Please stop!

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Mike Morris

Chief Creative at The Projectorium
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Vwen dishcusshions of ahnimation are generrrrally prresent in ze popular dishcourrsse, a qvestion of rrrraw materrrials is ze prrressing concern. Ze prrinciples being namely, connecshtion of ze brrrain to ze synaptic nervoush system, oont connected to ze body parts thrrrough delicate surgeries. Next, ze intrrroduction of an electrical source to rrre-enliven oont kickshart ze function of ze brrrain oont body, before degradashtion of ze connected body parts is too severe to carry ze electrical charge. Careful monitoring of ze weather patterns, oont lightning storms is of paramount importance. Hoist ze re-consttrrructed body oont brrrain to great height to attrrract ze lightning bolt, oont metal conduction into ze body thrrrough the neck.

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Thomas E. Richner

Storyboard Artist at 20th Television Animation on The Simpsons @trichner on Twitter Multi-Emmy Certificate winner for contributions to the show
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They are important and I’d prefer not to give away all the years of experience I’ve earned to LinkedIn for free. If youre an aspiring animator, send me a message and ask a question. Let’s not make training an AI even easier than it already will be by giving it away for free!!

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3 How to apply animation principles to your marketing videos?

To apply animation principles to your marketing videos, you need to define your goal, choose your style, write a script, create a storyboard, animate the video, and test and optimize it. What do you want to achieve with your video? Who is your target audience? What type of animation do you want to use? How do you visualize your script? What software or tools do you use? How do you measure the performance of your video? Answering these questions will help you create an effective and engaging video that resonates with your viewers.

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Liav Tal

A visual & Motion designer
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In my experience if we get technical for a sec, its the way we use our animation movement to define camera movement and to work together with the music ?? than you have a good base for an eye catching video.

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4 Examples of animation principles in marketing videos

To illustrate how animation principles can improve your marketing videos, here are some examples of brands that have used them effectively. Dropbox, for instance, used a simple and colorful 2D animation to explain their cloud storage service, taking advantage of squash and stretch, anticipation, staging, and arcs to create a fun and engaging video. Slack, on the other hand, opted for a realistic and sleek 3D animation to showcase how their collaboration platform can help teams work better together. By using ease in and out, secondary action, and timing they created a smooth and professional video. Lastly, Airbnb used a charming and emotional 2D animation to tell the story of how their community of hosts and guests can make the world a more welcoming place. Squash and stretch, anticipation, staging, and arcs were used to create a heartwarming and inspiring video that highlighted the values of their brand.

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5 Tips and best practices for animation marketing videos

To make the most of your animation marketing videos, it's important to keep them short and simple, aiming for a length of 60 to 90 seconds. Focus on the benefits of your product or service, rather than its technical specifications or functions. Humor can be an effective tool to make your video more memorable and relatable, but you should be careful not to go overboard. Test different versions with different animation styles, scripts, sounds, and calls to action to see which one performs better. Finally, make sure your animation is consistent with your brand identity and tone and use the same style and elements across all marketing channels and campaigns.

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Jack P.

????Motion Designer???? Making cool content for cool people
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Take time to consider where your video is being shared and what you want it to achieve. Content is a lot faster paced now so a traditional 90 second explain won't really have the same traction on social media anymore. If you did have a longer explainer to share on social consider cutting it down no longer than 30 seconds.

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Sheldon Drake

Freelance Motion Designer/3D Artist at ___
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What matters is who your client is, what do they need, and then which sequence of events will shape their attention to conclude that your call to action is a yes? Make it all about you and your big show, and you will bounce right off. The motion has to be coherent with the pace of the information, the right balance of liveliness and clarity. The motion controls the attention.

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6 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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joshua corliss

Director / Animation & Design (DAD)
(已编辑)
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Animation principals as a whole, while understanding them aren’t to be abused. It should be filled with coherence. Over motioned elements should be dialed back so that a brand can tone and utilize. Because let’s be honest, most people are utilizing default expressions and not understanding the graph OR understanding expressions enough to tailor them.

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How can you use animation principles to create more effective marketing videos?

1

2

3

4

5

6

1 What are animation principles?

2 Why are animation principles important for marketing videos?

3 How to apply animation principles to your marketing videos?

4 Examples of animation principles in marketing videos

5 Tips and best practices for animation marketing videos

6 Here’s what else to consider

Animation

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How can you use animation principles to create more effective marketing videos?

1

2

3

4

5

6

1 What are animation principles?

2 Why are animation principles important for marketing videos?

3 How to apply animation principles to your marketing videos?

4 Examples of animation principles in marketing videos

5 Tips and best practices for animation marketing videos

6 Here’s what else to consider

Animation

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