The 5 Types of Animation Used in Marketing Videos
Did you know that animation came before cinema? Its principles were discovered around the 1830s, way before Disney was even born. Subject to innumerable experimentations, animation transformed and adapted through the years, persisting as one of the most creative and surprising forms of art.
Its success must be traced back to its versatility. Animation is exceptionally free from the limitations that affect live action film. On top of that, it can communicate ideas simply and efficiently, move and uplift, and often be cost-effective, which is why it is used in many marketing videos.
If you are considering animation for your marketing video with Catch Creative, you might be overwhelmed by the sheer number of possibilities. This guide aims to help you identify the differences between the 5 broad types of animation, highlight the benefits of each style, and determine which type of content works best with each.
Ready to learn about animation? Here we go…
A Brief History of Animation
After the early experiments of the second half of the nineteenth century, animation truly came to life in the first years of the 1900s, when the first films were created.
The art was transformed, however, when in the 1920s Disney added sound to his pictures, and later music. Disney’s detailed, hand-drawn animated films dominated the market, while competitors countered with their own styles, which peaked with the Fleishers’ Betty Boop and Warner Bros.’s Bugs Bunny.
Meanwhile, in Europe, animation took a considerably different turn. Artists started exploring new techniques, including stop motion and pinscreen animation.
When the success of this form of storytelling seemed to dwindle due to its laboriousness, it was revived by the advent of CGI. Most animated films now use computer technology, but Pixar was a pioneer in the field.
Nowadays, animation continues to evolve, with Japanese ‘anime’ and American cartoons as its most creative experiments.
Source: https://www.britannica.com/art/animation
The 5 Animation Styles
When we think about animation, feature-length Disney films immediately pop into our mind. And while, yes, hand-drawn traditional animation might be the earliest form of the genre, multiple styles have evolved from, or in contrast to, it. Most of them can be traced back to 5 broad categories.
1. Traditional Animation
2. 2D Vector-Based Animation
3. 3D Animation
4. Motion Graphics
5. Stop Motion
1. Traditional Animation
Traditional animation is the oldest form of animation where an artist hand-draws a scene for each frame of the video or film. To create an animation, 24 frames are needed per second, which means 24 drawings for every second of video. Naturally, this is incredibly time consuming and costly, so generally you will have a new drawing every two frames instead.
Examples of this technique include all animated Disney films before the advent of CGI, such as Beauty and The Beast or Aladdin. Nowadays, the most stunning hand-drawn animations come from Japan, with classic masterpieces from Ghibli Studio or recent gems such as 2016’s Your Name.
Traditional animation is long and painstaking, but it can be an extremely effective communication tool. There are no limits to what you can create. The warmth of hand-drawn characters can hardly be replicated by other styles. What’s more, it’s possible to save time and money by digitalising the process for things like tracing and colouring.
Because of its freedom and expressiveness, traditional animation is mostly suited to videos or campaigns that aim to reach audiences emotionally and capture their imagination.
2. 2D Vector-Based Animation
2D vector-based animation is the digital evolution of traditional animation. While it keeps its 2D or two-dimensional form, it is done on a computer with software that uses vectors to animate shapes.
Examples of this style can be found in popular contemporary cartoons like Rick and Morty, but vector animation is mainly used in corporate videos and advertising.
Why? Because 2D vector-based animation looks simple and pleasing. It can accompany complex information to help clarify and illustrate it, as it doesn’t overwhelm the audience with busy, overdetailed frames.
Due to its relatively low cost and extreme efficacy, 2D vector-based animation is one of the most popular styles in marketing. However, it is especially effective in explainer videos, where data needs to be communicated clearly and absorbed effortlessly.
3. 3D Animation
Arguably the most popular form of animation, thanks to the innovations pioneered by Pixar and Disney, 3D animation is also referred to as CGI or computer-generated imagery. 3D animation uses software to create complex 3D models that can then be manipulated.
Examples are plenty and diverse. The most famous ones certainly come from feature films by Disney and Pixar, with top-notch quality works like Toy Story or Frozen. Yet, 3D animation can be found in advertising, proposals and explainer videos at a much simpler level.
The advantage of 3D is its adherence to reality. By using a three-dimensional space, CGI videos can achieve a realistic feel and show things in an infinitely more detailed way, granting the audience an immersive experience like no other type of animation.
While 3D can be expensive, it often is an optimal resource. In product use and design videos, for example, where one needs to show how a product works or what a building will look like once built, 3D animation can do what would otherwise be impossible.
4. Motion Graphics
Motion graphics is the animation of text or shapes to illustrate data and facts, give information or complement voice-over narration. While technically a separate style, it is usually employed in conjunction with other types of animation. Motion graphics also includes a series of subcategories, like typography and infographics, which are extremely popular in marketing.
Examples of motion graphics can be found in almost every commercial and marketing video. Even title cards, such as the Marvel Cinematic Universe unforgettable one, are in this category.
Motion graphics can be implemented in every marketing video, helping with the clarity and impact of the message being conveyed.
For this reason, this type of animation is extremely popular with explainer and corporate videos, as well as with charity campaigns, where data, statistics and regulations will be made all the more clear through text and graphics.
5. Stop Motion
The last of this list, stop motion animation is an old, unique form that uses puppets or cutouts which are photographed by a camera in different positions in order to recreate the illusion of movement.
Examples of stop motion can be found in TV cartoons and films alike, from cult works like Nightmare Before Christmas and Coraline, to TV successes like South Park.
The uniqueness of stop motion animation makes it a great choice when style and creativity are a must. As such, this technique is a brilliant choice for brand videos, especially if one wants to put emphasis on distinctiveness and playfulness.
Reasons to Choose Animation for Marketing
While we have analysed different styles and highlighted the differences in labour and cost, one of the best things about animation is that it can be done with any budget. With the expert advice that Catch Creative offers, you can pick the most suitable style and length for a great result regardless of budgetary constraints. With animation, for instance, you won’t have to worry about casting, crew or location scouting costs.
Another benefit of animation is creative freedom. You won’t be limited by what the real world can offer you. Our animators will be able to bring any idea to life. Your message will be all the more powerful when paired with imaginative storytelling.
When explaining policies and communicating facts and statistics, animation will help you make them simple and palatable. Illustrating a policy with a short animated scene, for example, will guarantee to make it memorable for your employees.
Finally, when done with expertise and competence, animation can be much more engaging than live action. The creative use of colour, shapes and movement can leave a lasting impression in the minds of your audience.
To Sum Up
Depending on the type of video, your budget and your timeline, animation may prove to be your best option.
Think about the goals for your video. Is it an explainer video or a marketing campaign? And then, do you need to convince, move or entice? Once you have your answers, you can start thinking about style. Catch Creative will help you choose the perfect type based on your needs.
So are you ready to unleash your imagination?
Contact us today for your unique quote. And start creating the impossible…