We have all heard of the phrase to make advertising campaigns more interactive we have to use animation. The online world accommodates multiple articles on the animation and marketing and they all provide the same mantra that animation is great and that they should invest here. All these websites are trying to sell animation. The article provides an account on the advantages and disadvantages of using animation in marketing and advertising. This is aimed towards Business Development Managers, Sales team, SME marketers, and others.
Animation can be defined as the simulated movement that is generated with the help of display of images and frames. The cartoons remain an effective example of animation. For multimedia presentations, animation is often used. Today, it can be easily developed with the help of software programs. There are multiple institutes like the Arena Multimedia that teaches the method of using this software. Animation is different from videos. In video, the motion is continuous and it can be broken into separate frames. Animation on the other hand, begins with independent images and puts them together to give an illusion of continuous motion. Before proceeding with the project, this article would help in determining whether animation is appropriate for the project. It would help in taking informed decisions about the type of animation that should be employed. The article would also provide accurate details before beginning with the animation project.
Implementing animation remains an effective media to convey core messages through short space of time. Engaging, animation is effective and yet expensive. This is the reason that using animation should be thought through. Other options should also be thought. Other effective components like using live footage video or websites could also be used. However, if animation remains an attractive solution, the next step is to decide on the key message that would be portrayed to the audience. The rough script should be prepared that would act as the foundation of the campaign. Depending on the script, the type of animation, video footage or a combination, can be determined. Since there are multiple types of animation, everything would be decided after the script has been approved. Usually the chosen studio would guide and advice. Although, it is still important to do a thorough research on the process as knowledge on the matter would enable pursuing an informed decision. Here are some examples, like the high end commercials would use live footage video plus 3D and 2D. On the other hand, the corporate videos would use live footage plus some 2D elements.
The following are some benefits and disadvantages of using the 2D animation:
€ It is faster to produce and therefore it is cheaper than most live footage video and 3D animation.
€ It is more responsive to creative changes
€ The 2D animation is limited because of its nature. Good artists can make the same appear as 3D.
€ It is stylistic and simple in appearance.
€ It is best suited to be used to explain the company's products and services.
€ It is a good form of animation as it involves use of texts and pictures.
The following are some benefits and disadvantages of using the 3D animation
€ It is grander in nature. It is more creative for its innate power and flexibility. The artists have more freedom to develop the animation.
€ It can be used to visualize the products and services even if they are not tangible.
€ More photorealistic in nature.
€ The 3D animation is better integrated with live footage.
€ It is costly as it involves a complex programming.
€ It takes more time to produce.
€ It is less responsive to creative changes from the 2D animation.
Arena Multimedia teaches both 2D and 3D animation to its students. The live footage is a great method to market or advertise a product. This is best in the following cases:
€ The product or service is tangible in nature.
€ The service needs to involve real people or needs a humane touch. This is difficult to capture in animations.
€ It is a cheap alternative to animation.
€ It is a complicated process especially organizing cast and crew, locales and other issues.
Therefore, we can safely conclude that 2D animation and live footage is best for low costs projects. 3D animation comes with a cost. The most important determining factors in implementing 2D or 3D animation are the budget and timescale of the product.
Before embarking on the project, it is important to chalk out the requirements. For example, do we need voice-overs? The professional voice-overs are expensive. The well-scripted story would add a competitive edge to the final output. This facilitates in adding information in the same time and without over burdening the viewer. If the budget permits, it is important to include this. This decision would affect the script and since this is the foundation of the entire process, it would impact the rest of the project.
The next thing to determine, is the cost and the timeline as it would go hand in hand. The greater the cost more would the time to complete the project. This cost would also be dependent on the quality of images, animation complexity and length of animation. The last of the determining factor is the output and how would it be used and the time of the animation that would be needed. Once all these various determinants have been decided, it is time to approach an animation studio and put forth the request for the project.
Animation can be defined as the simulated movement that is generated with the help of display of images and frames. The cartoons remain an effective example of animation. For multimedia presentations, animation is often used. Today, it can be easily developed with the help of software programs. There are multiple institutes like the Arena Multimedia that teaches the method of using this software. Animation is different from videos. In video, the motion is continuous and it can be broken into separate frames. Animation on the other hand, begins with independent images and puts them together to give an illusion of continuous motion. Before proceeding with the project, this article would help in determining whether animation is appropriate for the project. It would help in taking informed decisions about the type of animation that should be employed. The article would also provide accurate details before beginning with the animation project.
Implementing animation remains an effective media to convey core messages through short space of time. Engaging, animation is effective and yet expensive. This is the reason that using animation should be thought through. Other options should also be thought. Other effective components like using live footage video or websites could also be used. However, if animation remains an attractive solution, the next step is to decide on the key message that would be portrayed to the audience. The rough script should be prepared that would act as the foundation of the campaign. Depending on the script, the type of animation, video footage or a combination, can be determined. Since there are multiple types of animation, everything would be decided after the script has been approved. Usually the chosen studio would guide and advice. Although, it is still important to do a thorough research on the process as knowledge on the matter would enable pursuing an informed decision. Here are some examples, like the high end commercials would use live footage video plus 3D and 2D. On the other hand, the corporate videos would use live footage plus some 2D elements.
The following are some benefits and disadvantages of using the 2D animation:
€ It is faster to produce and therefore it is cheaper than most live footage video and 3D animation.
€ It is more responsive to creative changes
€ The 2D animation is limited because of its nature. Good artists can make the same appear as 3D.
€ It is stylistic and simple in appearance.
€ It is best suited to be used to explain the company's products and services.
€ It is a good form of animation as it involves use of texts and pictures.
The following are some benefits and disadvantages of using the 3D animation
€ It is grander in nature. It is more creative for its innate power and flexibility. The artists have more freedom to develop the animation.
€ It can be used to visualize the products and services even if they are not tangible.
€ More photorealistic in nature.
€ The 3D animation is better integrated with live footage.
€ It is costly as it involves a complex programming.
€ It takes more time to produce.
€ It is less responsive to creative changes from the 2D animation.
Arena Multimedia teaches both 2D and 3D animation to its students. The live footage is a great method to market or advertise a product. This is best in the following cases:
€ The product or service is tangible in nature.
€ The service needs to involve real people or needs a humane touch. This is difficult to capture in animations.
€ It is a cheap alternative to animation.
€ It is a complicated process especially organizing cast and crew, locales and other issues.
Therefore, we can safely conclude that 2D animation and live footage is best for low costs projects. 3D animation comes with a cost. The most important determining factors in implementing 2D or 3D animation are the budget and timescale of the product.
Before embarking on the project, it is important to chalk out the requirements. For example, do we need voice-overs? The professional voice-overs are expensive. The well-scripted story would add a competitive edge to the final output. This facilitates in adding information in the same time and without over burdening the viewer. If the budget permits, it is important to include this. This decision would affect the script and since this is the foundation of the entire process, it would impact the rest of the project.
The next thing to determine, is the cost and the timeline as it would go hand in hand. The greater the cost more would the time to complete the project. This cost would also be dependent on the quality of images, animation complexity and length of animation. The last of the determining factor is the output and how would it be used and the time of the animation that would be needed. Once all these various determinants have been decided, it is time to approach an animation studio and put forth the request for the project.