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Using animation for business – communicating complicated information simply

A lot of corporate communication is quite formal and quite rigid, especially when it comes to policies or processes. On paper it can look quite complicated, but when you explain it through a visual story it really can help explain things in a very easy way.

thinking-using-animation-for-business

There’s this impression that animation is difficult to produce, costly and time-consuming – but provided it’s short, and you’re pithy with what you’re saying, animation can be affordable and very good value for getting complex information to a large audience.

The process of creating an animation is actually quite simple, and depending on the scale of the project only takes about a month to turn around. We’ve outlined the main steps in the process below:

Writing the script

Try to keep it as short, sweet and informative as possible. Remember, it doesn’t have to be one long animation, it can be split into chapters or a series of shorter clips
Devising the treatment and concept
Consider any design with the brand in mind – the treatment needs to reflect the image and ethos of the brand. Animation doesn’t just have to be cartoons either – it can be 3D or 2D; computerised, claymation or stop-frame; or a mixture – there is no limit.

Storyboards

Storyboards are the key frames in the script, presented as roughly drawn pictures – nothing too detailed. Once the storyboard is signed off, the illustrations can be started, or models if done in stop motion, or computer models if done with software.

Production and voice-over

The tone of the voice-over should be decided based on the best way to convey the message and the brand together. At every point in the script, visual references should reinforce and emphasise the point being made. Try to keep things light-hearted, and use easy-to-understand visual references, or the viewer can get bored or lose interest.

Think about it: if you want to find out more information about something you can go on YouTube, and more often than not there’ll be a tutorial video – people are used to that now. It should be the same with your intranet: a space with video and animation where people can go and find out important information in their own time.

Look out for our top tips on animation, being published soon.

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