Animation video production, is it a good advertising tool? ✽

To start off we need to know what the meaning of the word animation is and where it originates from. Animation comes from the Latin verb “Animare” which means to make alive or will with breath. Animation is defined in the Oxford dictionary as the state of being full of life as well as a second definition “The technique of photographing successive drawings or positions of puppets or models to create an illusion of movement when the film is shown as a sequence.”

Animation has many purposes such as education, entertainment, advertising, and more. The reason why most adults and children enjoy watching animation is that it is filled with motion, colors, storyline, and it grabs the attention of the viewer and makes it easier for them to understand the message of the animation video. 

Animation video production is a very powerful storytelling tool that helps create animated videos to deliver messages or information that would be difficult to reach the viewers through normal means. It can be used to advertise for your business as it is known to attract the attention of audiences.

Animation has various uses, they can educate, entertain, advertise, gaming, simulate, and others. This is why it is very popular because it is easy to understand and fun to watch. The main common way to present animation is in the form of motion pictures or video programs.

In the field of advertising using animation is very much encouraged because many people tend to visit the business if the advertising is catchy, for example like the dancing pony advertisement by “Three” the phone company in the UK which attracted over 3 million visitors to their website worldwide from the advertisement of the dancing pony.

There are several steps to produce a perfect animated video, they are as follows:

1. Write a script: before you start creating the animated video you need to write the script about what the lines said would be to match the goals and objectives of the message of the animated video.
2. Create a storyboard: this is a visualization predicting how the video scenes should be like. The storyboard is like a comic version of the animation as well as a visual description of how each scene would be shot like.
3.  Animation style: you need to settle on an animation type that would help deliver the message faster and easier to the consumer. It is important to choose the most convenient type for you.
4. Production stage: at this stage, the animation video is produced where the scenes are compiled and the video is created along with the suitable background music and narration if needed.

Many companies use animation videos to advertise their services or products. Over 8 years ago a mobile network company by the name of “Three” located in the UK produced a video titled Dancing Pony.  The video then garnered the attention of millions across the world and around three million people visited the website. The advertisement included a pony dancing Michael Jackson style doing the moonwalk and such. The campaign was titled “silly stuff. It matters”.

Another successful animated video advert is the Cadbury dairy milk- Aliens-Canada. This advert got over 49 million views on YouTube and its idea was very simple, the message they wanted to deliver was that the chocolate tastes so good that it makes aliens dance. The simple message along with attractive visuals and bouncy music got the attention of many people. 

There are many types of animation but the most common ones are as follows:

1. 2D animation: this type of animation is the most commonly used type. It develops an emotional connection with audiences thanks to them growing up watching 2D cartoons.
2. Whiteboard animation: this is the best type to use when trying to create a product explanation video. If done well it can increase the conversion rate.
3. Motion graphics: this type has to do more with the motion of shapes, elements and texts rather than the characters of the storyline.

History of animation 

The first-ever animation video produced was by the French cartoonist Émile Cohl in 1908 titled Fantasmagorie. It was approximately 1 minute and 20 seconds. The cartoonist drew each scene by hand and compiled them together to make the animation.

Later animation evolved throughout the years in many countries using different techniques until the 20^th century when the traditional animation technique was introduced where the scenes were drawn on cels by hand. Finally, later on in the 21^st century, other techniques were introduced to make animation video production much easier as well as much more attractive for the viewers.

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