The technologies at our disposal allow us to always be connected. Even distant we’re close.
Communicating isn’t always easy, and in times of crisis it can really be a challenge, but never an impossibility. It is important that brands preserve and nurture the relationship with their audience at all times. And one of the best ways to do it is with animated videos.
Video animation techniques
- 2D animations
If your goal is to tell a story, 2D may be the option you are looking for. It is great for presenting products and services, software or advertising spots.
It consists of giving movement to illustrations, images or flat shapes in 2D. This type of animation allows the creation of several different elements faster and objectively.
It is faster to make than a 3D video and, consequently, the investment is lower.
- 3D animations
3D animation reveals itself as a spectacular evolution of the animation world. It is the style closer to reality, making the viewer feel that it is a real environment. This is only possible due to the use of images with depth, acquired through shades, reflexes, vanishing points, textures and illumination.
This style allows for greater immersion in the content and therefore draws more attention to the viewer. The 3D videos convey the idea of more professionalism, which is great to impress your audience and create credibility in the market.
3D animation allowed adding depth to the elements and creating stories and worlds that until then only existed in our imagination.
- Motion Graphics
Motion graphic is nothing less than design in motion. Any video with shapes, images, photos, illustrations and even letterings is motion graphic.
It is used to create ads, generics, videos and information sharing. This technique, that combines design with cinema, has a strong visual impact on the audience.
Motion graphic is a different way of communicating with the viewer that allows giving more depth to the stories.
Stop motion is obtained through a sequence of different photos of the same inanimate object, in order to simulate its movement. That is, the chosen object is photographed and each photo undergoes a slight change of place. Only when together and reproduced in sequence do the photographs give us an optical illusion of movement.
Styles/looks of animated videos
- Flat Design
This type of style emerges to counter the visual “pollution” and the excess of information that we are subjected to daily, defending the idea that less is more. The flat design follows a minimalist approach, the most important focus is the message and, therefore, the colors and lines are very simple.
The colors are solid and the overall image is elegant and modern. Empty spaces are valued and everything that is not essential should be discarded.
The appearance of flat design was so revolutionary that there are currently several styles that started from the initial concept. Some of them are:
- Flat design with flat colors
- Flat design with textured filling
- Flat design with contour
Flat design is very common in promotional videos, Software User Interface videos and infographics.
The isometric style is an evolution of flat design. Do you know that cube that all of us used to draw when we were bored? That is isometric style. It can be applied to every type of video.
One the big advantages of the isometric style is that it allows a greater amount of information to be aggregated in the same space.
To simulate three-dimensionality, an angle of 30º is applied to all geometric shapes and the same scales are maintained for height, width and length from an axis. In this way, although the objects are represented in three dimensions, they cannot be seen from a random angle, they must always face one of the axes.
The isometric style should be used when:
- We want to make something simple, but with depth
- We want to show several details in the same space and to show interconnected information
- We want an innovative approach
When we watch a video made in this style, the spaces are observed in perspective, always diagonally and from top to bottom.
- Kinetic typography
In the videos where kinetic typography is used, the letters and words are the stars. The objects and shapes are secondary.
Kinetic typography makes the text very attractive. It moves across the screen as if it was being written or revealed in real time, immediately catching the viewer’s attention.
The information, clear and dynamic, has made these videos a growing success in social networks.
Types of animation videos
The purpose of this type of promotional video is to create in the viewer the desire to purchase the promoted service or product. These videos generally show features and functionalities of the products, without having to appeal to direct sales.
In this type of video, audio can be crucial, since it causes greater feeling of emotion when combined with images.
As its name suggests, an explanatory video aims to simplify the explanation about a product or service, and to present a solution for the target audience.
Explanatory videos are ideal for simplifying complex concepts. The fact of taking on difficult subjects and using animations to simplify them makes them very attractive to the public. The audience is immersed in the story and the message is conveyed quickly and effectively.
Currently, people prefer to watch a video about a product rather than going to the website and searching about it. In addition to being explanatory, these videos are also educational, so 68% of people say that this is the type of video they prefer. Support calls tend to decrease, as people are immediately informed about the products.
- User Interface Video (UI)
To explain the use of a software, app or program isn’t always easy. A simple way to get to your audience and explain how any interface works is through a video. The user will easily understand how he/she can interact with the interface and better understand the construction of the entire flow. In fact, more than understanding, he/she will see how to do it and follow step by step through the device he/she is using.
- Social Media Content
Sharing videos on the social networks of a company or brand has a huge impact, since videos are users’ favorite content. This is content that, when relevant and well done, can go viral.
In the context of social networks, people expect to come across a video when they are scrolling. The more impactful the first seconds are, the more likely they are to watch the video until the end and to create an emotional relationship with the brand.
Some video ideas that can catch the public’s attention are making off videos, product presentations, event summaries, among others.
In this kind of videos, the most important is language and the way it is organized and presented. Focusing on the topic you want to address is important, so whatever the concept you want the audience to know, it should be summarized and as objective as possible.
The audience values what is done with quality and prefers to watch several videos that focus on different specific subjects instead of a single, long video with several different topics that could become confusing.
Video in tutorial format has immense advantages for a brand. It allows us to teach your audience how to do something, step by step, while promoting your work. Not only can it help you sell a product or service, it will also make you go up in search rankings, which in turn will provide more credibility to the brand. On the other hand, it can lower support, warranty and devolution costs.
Tutorial videos are very popular, so there is a high likelihood that they will be watched by many people. Those looking to learn how to do something on the internet will prefer the content to be visual instead of written. So, choosing the video format for your tutorial is the best option.
- Animated infographics
If you want to simplify the presentation of complex data, this is the type of video you should choose. By making this data visual, it will facilitate the viewer’s understanding. The way the information appears on the screen guides the viewer's gaze, making it focus on the most important aspects.
These videos can be applied to the websites, social networks or any other type of platform that the company has.
If the data allows and facilitates it, an infographic can be transformed into an explanatory video.
It is easy to see that the purpose of this video is to boost the sales of a specific product. The video format allows you to show the product and its details while talking about it, its features and advantages and why the viewer should buy it.
Product videos are very dynamic and therefore more attractive.
- Title sequences/film generics
A good opening title for a movie or tv show, even if short, can be decisive for the viewer to continue watching it or move on to the next content.
There are generics of films and tv shows that are authentic works of art. And, in general, they are used to creatively present the title, the cast and the production team of the movie, the tv show, the documentary, the tv program, among others. In generics, the aesthetic language of audiovisual content is mirrored and, as a rule, a good generic is synonymous with the quality of the audiovisual product.
- After-sales and customer support
After-sales is a very important part of the sales flow and should not be left out. And a video is an excellent format to communicate this service. In addition to being dynamic, it is also very interactive.
Investing in this type of sale is a great way to retain your customers and increase good word of mouth advertising. The contents can be the most varied: continue to give usage tips even after the customer has already purchased the product, show cases of success, among others.
The importance of sound design in animated videos
Have you ever imagined what your favorite videos would be if they were muted? Would you like them in the same way? And if the sound didn’t match the images? Yes, sound is fundamental for video production and makes all the difference. For example, a horror movie without sound effects would never cause the viewer to feel the same.
It is very important that the audio has quality. A picture with no quality, but with good audio will enable the message to be conveyed regardless. The opposite would be impossible, since it is the audio that helps in the construction of the image.
The sound design is the sonorous composition of the entire video, be it music, narration, or sound effects – the sound of the rain or the wind, a car passing by. All of these sounds are a part of the narrative and will give the video a more realistic aspect.
Choosing the right music (soundtrack) is also very important. It is with the music that we catch the viewer’s attention and get him involved in the story.
The music chosen will make the viewer create emotion around the message. Choosing the wrong music can make the message not go the way you want. It is very important to bear in mind that the chosen music has to be royalty free. This means that no matter how much you like a song and think that it is perfect for a certain content, it may not be possible to include it in your video due to copyright.
However, if the video is going to be narrated, it is important to choose the right voice-off. It isn’t always possible to convey the intended message only through images. On many occasions it is necessary to complement them with a spoken message, so that it reaches the audience as desired.
The speaker must be chosen according to the tone that is intended to be used in the message. The intonation and timbre used influence the way it is received. For example, a female voice will have a more passionate tone, as a male voice will be more assertive.
When making the decision to include voiceover in your video it is very important that the speaker is a native speaker. If your audience is Brazilian, the voiceover must be done by someone who speaks Brazilian Portuguese as a first language. Otherwise there is a risk that the message will not be understood or the idiom used becomes a distraction factor for the content to be conveyed.
Here is a video with sound design and the same without sound design. Notice the difference:
In a general way, video content is an effective form of communication, because in a short time it allows clear messages to be conveyed and with all the necessary information. So, when we talk about animated videos the advantages are even greater:
- They cause a very positive visual effect
- They have cheaper production than other forms of video
- They are fun, so they quickly grab the audience’s attention
- They are a powerful way of visual narrative
Keeping your brand moving has never been easier. Stay at home, but let the communication go (flow).
Contact us to find out more.