- Motion Graphic Styles
- Industry Application
Never was there a greater need for effective communication than during this pandemic.
With a lack of reliable information, panic among communities, and uncertainties around "what to do", governments and global organizations had a critical task at hand: Communicate clearly, urgently, and with more impact.
This resulted in many of them steering towards animation. This whiteboard animation from the World Health Organization, which explains COVID-19, how it spreads, and what people can do to stay safe, is a fine example in the present context.
There are many state governments around the world who create similar animated videos to reach out to the masses and convey emergency messages on the coronavirus.
Like this video of Australia Government Department of Health:
Or this animated video from PIB India:
Or this video by the Centers for Disease Control and Prevention (CDC) that explains what to expect after getting the COVID-19 vaccine:
This isn’t the first time though government organizations have used animated videos to communicate with the people and convey a message. There are umteen examples. And there are plenty of reasons why this is the case.
These are some of the reasons why animation stands out for governments around the world when it comes to communicating with the general public.
We started this post by mentioning how animation was used by government organizations in their COVID-19 crisis communication.
But there are plenty of other use cases of governments leveraging the power of animation to connect with the public and engage them in a conversation.
For instance, the US government created this video that explains how one can check their voter registration:
In this animated video, the Australian government announces that it’s extending the financial support to its citizens:
Global Affairs Canada talks about Cannabis and International Travel with this animation:
The French government explains the repairability index through this animated video:
These are just a few ways government organizations can employ animated videos to bolster their communication with their countrymen and countrywomen.
Yes, there are countless benefits of animated videos that make them a favorite for governments worldwide.
But just because they have benefits doesn’t necessarily mean one will enjoy those benefits.
The basics must be met and a few things need to be done right to avail those benefits. The government organizations must attend to these aspects to ensure their animated videos are effective and able to drive the desired outcome.
Here are the five most important tips to optimally leverage animated videos:
There are many different types of animation styles, and they have their own features or USPs. 2D and 3D animation, typography animation, flipbook animation, stop motion animation, motion graphics animation, whiteboard animation, cel animation, pinscreen animation, and more.
You cannot simply pick “any” and go with it.
The type of animation you should choose depends on several factors, including what’s your message and who you’re targeting.
So, do take your time to figure which animation style would be more fitting for your specific need.
The right animation style can amplify your message and make the campaign more successful.
People don’t have too much time (or patience). But the message you have cannot precisely be summed up in a 30-second animated video.
On the other hand, people wouldn’t mind consuming longer videos if it’s appealing and on an exciting subject.
There are many dynamics that influence the ideal duration of an animated video. There’s no one answer as to how long your animated video should be. It varies based on numerous factors.
So, this is something you will have to figure out yourself after considering all the influencing factors, including your message type and who you’re targeting.
In the end, though, you want to be very careful about the duration and hit the right mark with it. Too short can deliver an incomplete message and too long can bore the audience.
The most fundamental part of an animated video is its message. What is it saying? What is its purpose? What does it aim to achieve?
With the flexibility, animation provides with all the colors, graphics, storylines, and more, it’s easy to lose sight of the core message and get carried away with things that are secondary.
So, the animated videos coming from government organizations must be very targeted and to the point. They should be extremely clear with their message. When people watch this video, all the attention should be on the main message and its context rather than on secondary things like characters, transitions, graphics, and more.
With animated videos, the sky is truly the limit.
You can play around with countless colors, graphics, lighting, stories, and other elements.
To make the video great, it’s common to go overboard with unnecessary elements that eventually bloat the video and act as a distraction.
So, make sure to not go overboard with the style and appearance of animation.
Remember, simplicity has its own appeal. Some messages can be effectively delivered with typography animation; you don’t need 3D animation for it.
This is very basic and perhaps the most important tip here.
Nothing will work and your investment will go in vain if you haven’t teamed up with the right video animation company.
So, take your time to find a good animation production company to partner with.
Consider their experience and expertise; what type of animation style do they primarily focus on. Do they offer 3D product animation services or focus on creating informational videos?
Find out more about their team; who are there in their team and do they have the right professionals in-house to create a quality animated video?
Also, consider the kind of clients they have worked with in the past. Check out examples of their work. How do the videos look?
The right 2D, 3D animation company, or any type of animation production company, by your side will make the biggest difference. How successful your animated videos will be in connecting with the public and delivering the message will depend on how good the animation company is.
The traditional ways of connecting with the public are no more effective. Governments around the world need to come up with a better communication strategy to reach out to the public and deliver them a message with a higher impact.
Animation fits her perfectly well.
In fact, government organizations are fast embracing animation. They are now relying more on animated videos. This became very evident during this pandemic when governments worldwide used animation for PSAs and to educate the public about the coronavirus.
Owing to all the benefits, it’s imminent that animation will become a key part of the government's communication with the public in the coming years.
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