Using Animations for Emotion in Storytelling
I’ve been learning more about the emotional side of branding and marketing. We're constantly exposed to moving images on billboards, YouTube ads and our Facebook news feed, and they're all trying to gain a reaction.
Generally speaking, advertisers want to hit an emotional spark from their viewers. As a result, more and more marketing content is entering the animated realm. Animated film and video have a special capacity to express the specific motivations that drive a business. Emotion, motion and motivation are all tied together. These words all have the Latin root word 'motum', which means to move, shake up and excite.
Film Studio Logos
In marketing, what's a better industry to look to than movies? For over 100 years, the film business has been creating animations that have moved people on an emotional level. If you have a Netflix account you’ve got access to thousands of examples of the industry working at its finest to make compelling and emotional content.
As a result, the studios have learned to incorporate this into their own logos. Don't we all have nostalgic memories in the cinema, witnessing the spectacle of these introductions?
Some of my favourites include:
Some companies also use powerful logos to excite the audience for their movies, while others use it as an opportunity to pay tribute to their history, such as Marvel Films:
This intro helps tell the story of Marvel's own legacy, through the fast succession of comic book stills. It pays homage to the comic book art on which the company was built.
The Nintendo Gamecube is another example of a logo that uses animation to tell its story. The static logo was iconic for its time, but the dynamic logo helped to breathe life into its imagery.
The static logo
The dynamic logo
Through animation, the logo becomes more fun and playful in nature. It allows you to notice how the logo forms a capital ‘G’, before the block drops into the middle to form the completed image – 'GC'.
But mostly, the moving, rotating block is almost an homage to the blocky, platform video games of the 80’s and 90’s in which Nintendo became a global phenomenon. By using animations, Nintendo have managed to use their logo to tell a story.
Google has found a fun way to capitalise on moving imagery, and turn it into a storytelling medium. You might be unfamiliar with the name, but you've definitely experienced Google Doodles before. Google alters and animates their logo to celebrate holidays, birthdays, anniversaries and more.
The Birthday of Amy Johnson
The anniversary of the construction of the Charles Bridge
The founding day of the Republic of Nepal
The beauty of these Doodles is that they're often in recognition of things you might not have known. Many people don't know who Amy Johnson is, where the Charles Bridge is, or know that the Republic of Nepal was only founded in 2008. But Google uses eye-grabbing animations to encourage you to learn more about a story you might have not known.
Animations are compelling ways to communicate online. As we discover the power of technology to communicate and express ourselves, animations are becoming a vital part of evoking the emotion and inviting an audience the chance to hear our stories.