Infographic Animations: An Effective Vehicle for Engaging Viewers Online

June 21, 2017 / infographic / Comments (0)

Infographic animations or explainer animations are an effective way for companies to present complex information in an appealing format. These animations should be short, under two minute videos that by definition are very graphic. As a result they often cut through social media clutter in a meaningful way.

For instance, “The Girl Effect” videos on YouTube, considered by
infographic animation enthusiasts to be iconic — each have over one million views.

LET YOUR MESSAGE POINTS COME TO LIFE

An infographic animation is a motion graphics video that combines kinetic typography, illustrations and/or photography, with or without narration, to communicate a message.

Over the past few years more and more companies have peppered their online channels with infographic animations rather than live action videos. These engaging animations lend themselves particularly well to healthcare messaging because they offer a fresh visual point of view to educate about a disease or condition, to demonstrate efficacy of a product or to share a patient story. but they can be just as meaningful to financial, technology or consumer product messaging.

DEVELOPING AN INFOGRAPHIC ANIMATION

The first step in the development of an infographic animation is script development. You will want to keep the length of your animation to 2-minutes or less so keep in mind that 150 words equal about one-minute of text. Consider at the outset whether you want narration or not. This decision will affect how the script is developed. A script meant for ‘typography only’ or kinetic typography must rely on words to convey message points – sentences should be short.

Also, keep in mind, music is a very important element to carry the text and give the animation the right feel. Once the script is completed you can bid it out to a production company that has motion graphics capabilities. Take a look at their work. Often, a animation studio will have more than one motion graphics artist on staff so look at different work samples to determine the style that suits your project best.

Sometimes the motion graphics artist is also an illustrator and can both design and execute all the elements that will be animated. In many instances, however, there will be a designer, an illustrator and an animator working on the project. The number of people working on the project will affect cost and that’s why infographic animations can have a big price range. A 2-minute infographic animation might be produced for $10,000 or $35,000 depending on the size of the production team and the complexity of the design elements. Once a production company is selected and a budget determined, their first step would be to present music and develop storyboards for you to approve. These boards will indicate the look and feel of the animation. If your company or client has a style guide, this should be given to the production company prior to start of work. Generally speaking an infographic animation will take about a month to complete so bear that in mind when contemplating your target delivery date.

For companies who have relied for so many years on live action to tell their stories, infographic animations will prove to be curiously refreshing. They obviate the need for spokesperson soundbites or shooting on location. In fact, they offer a totally new and engaging way to increase awareness about a brand’s messaging.

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Steve Gold

Founder, The SGNY Group

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