Animation
How to choose the right video style for your message
By RujuSeptember 22, 20265 minutes
Every project we take on starts with the same question: what should the viewer think, feel, or do when the video ends? The answer to that question picks the style far more reliably than taste does.
Start with the goal
If you need to explain something, such as a product, a process, or a policy, animation gives you total control over what the viewer sees. Nothing on screen is there by accident.
If you need to build trust, nothing beats real people. Live action puts faces and voices to your brand, which is why customer stories and founder intros are almost always filmed.
If you need to impress, for a launch, a trade show, or an investor pitch, 3D animation gives you a premium, cinematic look that is hard to match any other way.
Then think about the audience
- Busy buyers respond to motion graphics: fast, clean, and to the point.
- Learners do best with whiteboard animation, because watching an idea being drawn mirrors how people learn in a classroom.
- Broad consumer audiences often connect with 2D characters they can see themselves in.
A quick cheat sheet
| Goal | Style we usually recommend |
|---|---|
| Explain a product | 2D animation or motion graphics |
| Show data or features | Motion graphics |
| Show what’s inside a product | 3D animation |
| Train or educate | Whiteboard animation |
| Build trust | Live action |
Not sure where you land? That’s what the discovery call is for. Tell us about your project and we’ll recommend the style that fits.
The best style is the one that gets out of the way of your message.
