Each year, new techniques and technologies redefine the focus and preferences in animation and video production. There are creative highs and lows, through which some trends emerge winners. In this blog, we’ll look at some animation trends shaping marketing collateral today.
Across digital branding and marketing efforts—from websites to apps to marketing videos—strategically-created animations help businesses get better results. They make content engaging and interactive, capture the attention of their audience, communicate their message effectively, and enhance the overall user experience.
In short, well-planned animations can help brands stand out in a crowded online space and build strong connections with their target audience.
What does your target audience expect from digital marketing content?
Today, consumers want strong insights into how a product or service works in real life. For example, while considering a specific product, they want to discover any flaws before purchasing the item and identify perks that they might not learn about in the text-based description. Video and app/website animations can be very helpful here.
According to a recent report by HubSpot, consumers increasingly expect to see video content from brands in 2022, and this trend is expected to continue in 2023. So, video has become integral to the success of marketing efforts, with 96% of marketers saying video is important to their marketing strategy.
High-quality videos, websites, and apps with sleek animation that tell compelling stories can be incredibly effective in attracting new customers. Want to liven up your marketing collateral with delightful animations? Get inspired by some popular animation trends below!
How are brands telling stories through animation?
Here are some animation trends that are growing:
1. Combining live-action and animation in new and creative ways
Live-action and animation are both effective in engaging your audience. When combined, this animation trend can help you tell a story with great impact.
This combination helps create visuals that convey your message clearly, while drawing attention to specific facts and features. It can also surprise and delight your audience, which can lead them to form an emotional connection with your content.
This style can be especially powerful if you’re making an explainer video about how to use a new app or website feature; adding animation to live action can make the demo more effective and memorable.
2. Incorporating minimalist color schemes
While bold color and visuals can be eye-catching, they can also distract from messages. In some cases, a more effective strategy can be using a limited color palette and incorporating more negative space—a strategy and animation trend that is becoming increasingly popular with brands today.
Tip: If you want to try a minimalist color scheme in your next few marketing videos, create a style guide for consistency. You can also work in textures for creativity.
For long- and short-term success, sales and marketing videos must deliver a clear message with memorable, branded visuals. Learn why investing in high-quality videos is a smart move for your brand.
3. Logo animations
Animated logos are a fantastic way to get your brand noticed. Increasingly, brands are using movement in their logos to capture and hold their audience’s attention, making this a very popular animation trend.
We’re wired to notice moving objects, which is why seeing your logo in motion is likely to make it more memorable. Whether they’re morphing, rotating or expanding, you can turn your logo into a point of interest through animation.
There are several places to use an animated logo, including:
- The intro/outro of videos: Adding an animated logo at the beginning and/or end of your videos boosts brand recognition and leaves a lasting impression on your audience
- Website: Incorporating an animated logo on your website can make it more visually appealing and help to draw attention to your brand
- Social media: An animated logo can be used on social media platforms as a profile picture, header image, or in posts to make your brand stand out and capture the attention of your followers
- Presentations: Adding an animated logo to your presentations can make them more engaging and professional
- Ads: Using an animated logo in your advertising campaigns can grab the attention of potential customers and build your brand
Overall, an animated logo can be used anywhere you want to showcase your brand and leave a lasting impression on your audience.
4. Liquid motion
Clean transitions and movements have their strengths. They’re great for conveying clear messages and creating a minimalistic aesthetic. But what if your animation needs some flair? Add a touch of drama and interest with liquid motion!
Liquid motion is a popular animation trend. It creates movements that have a water-like quality and consistency, ebbing and flowing from ripples to waves.
Liquid motion allows artists to break out of the rigid rules of geometry and express ideas and concepts more freely, making it a great way for brands to engage audiences.
5. Micro-animation
Micro-animation can change how people experience your brand. They guide your users through their interaction with your digital product. While functional, they allow you to add a little personality and boost emotional engagement with your website or app.
These subtle animations can be used in various ways, including for navigation and notifications. Small details can make the experience more memorable—think of the thumbs-up feature on Facebook Messenger; the longer you hold down the button, the bigger it grows.
How do you stay on brand while trying new animation styles?
Finding the balance between trying new animation styles and staying on brand can be tricky. On one hand, experimenting with new animation trends can help keep content fresh and engaging for audiences. On the other hand, straying too far from a brand’s established look and feel can confuse customers and negatively impact brand recognition and trust.
A good way to approach this balance is to identify key brand elements—such as color palettes and typography—and incorporate them into new animation styles. It’s also important to test new styles with a small group before implementing them widely to ensure they appeal to your specific target audience.
Takeaway: Focus on memorable storytelling and brand-building
What these five animation trends have in common is their effort to grab and retain the user’s attention through eye-catching movements. While it may be challenging, with the right story-telling and visuals, it is possible to make a strong impact on your audience through subtle animations.
You’re competing with other brands for your audience’s time and attention, and it’s essential for you to get the message across quickly and efficiently. Using live-action and animation together, minimalist color schemes, animated logos, liquid motion, and micro-animations can help you connect with current and potential clients better and faster.
For more video, website, and app animation ideas tailored to your brand, give us a call! Our video and animation experts can help you find the best way forward.
