An introduction to the magnificent world of animation.

(Definition of animation: “Using a series of drawings, computer graphics or photographs of objects (such as puppets or models) that are slightly different from one another and that when viewed quickly one after the other create the appearance of movement.”)

As stated by one of my favourite South African artists, William Kentridge: “There’s a sense of animation as a field of depicting transformation”

If I were to ask you to choose between:

1. Watching a moving, visual demonstration of something, or
2. Reading a list of instructions,

Which would you choose?

Based on YouTube’s success rate, your answer would probably be number 1.
Though my assumption also sprouts from the fact that:

- The first option is easier, therefore saves you time.
- Your visual senses are accompanied by auditory senses, it is therefore more stimulating.
- When something is demonstrated directly it’s easier to understand and relate to.

This then covers why a video would be a good investment, but animation is taking a video’s suitability and expanding it to even greater heights.

Now, the two main reasons animation is looked into by artists is because emotion, movement or gestures can be amplified to any degree. Secondly because it makes the impossible become a living, moving, breathing possibility. From a business’s perspective, the exact two elements are actually desired, and here are some examples:

- Safety precautions can be demonstrated realistically (without actual injury occurring)
- A method can be illustrated neatly with its process in action
- Progress or a decline can be represented through moving graphs and charts
- Lastly - Style…

Style:

Style provokes individualism
Style provokes a gripping essence
Style provokes a lasting impression

All the words listed above, are what one would naturally want your business’s videos to scream out, loudly for that matter. (Especially so in the case of advertising, ae. Marketing videos.)

A Style can be expressed through animation far more effectively than without. And here are some videos that confirm that rather assertive statement: 

Different styles are generally most effective when specific type of animation is used. In my next few articles the different types of animation will be discussed more in depth.

Comment on your experience investing in animation in a corporate video or with any questions we could look into.