Abstract

Animation is a versatile tool in advertising and branding used to communicate ideas and build a distinct company identity. Unlike live-action, animation is not bound by physical reality, allowing brands to visualize abstract concepts, create unique worlds, or demonstrate complex products in a simplified manner. Companies use animation to create “explainer videos,” which are short videos that show how a service or piece of software works. Animation is also central to branding through the creation of mascots, such as the M&Ms characters or the GEICO Gecko. These characters serve as recognizable, controllable brand ambassadors that do not age. In digital media, animation is used for “motion graphics,” which involves animating logos, text, and icons on websites, in applications, and in commercials. This use of motion helps guide a user’s attention and establishes a cohesive visual personality for the brand. For animators, this field combines artistic skill with strategic communication.

Keywords: Animation, Advertising, Branding, Motion Graphics, Explainer Videos

Animation is the process of creating the illusion of motion. Advertising is the practice of persuading an audience to take action regarding a product or service. Branding is the process of creating a distinct identity for a company. These fields intersect, with animation providing a flexible tool for advertisers to communicate a message and build a brand.

Simplifying complex ideas

Some products, particularly in technology or finance, are abstract and difficult to show with live-action video. Animation can make these concepts visible and clear. A common format is the “explainer video.” These are short animated videos that show how a product or service works. A 2024 report from Wyzowl states that 94% of video marketers say video has helped increase user understanding of their product or service. Animation is often used for these videos because it can simplify complex information into an easily understandable visual story.

Building brand identity with characters

Animation allows brands to create unique, recognizable characters, often called brand mascots. Examples include Tony the Tiger for Fro-“-sted Flakes or the characters used in M&Ms advertising. As noted by marketing agency The Drum, a mascot personifies a brand and can be more controllable and consistent than a human spokesperson. An animated mascot does not age, can be reproduced exactly across all media, and can be placed in any situation to communicate a brand’s message. This creates an emotional connection and makes the brand more memorable.

Motion graphics as a brand element

Branding in a digital environment extends beyond a static logo. Brands use “motion graphics,” which is the animation of graphic design elements like text, shapes, and logos. When a company’s logo animates at the end of a commercial or when a website’s icons move, that is motion graphics. This motion creates a “feel” for the brand and helps establish a cohesive identity. This type of animation is also used in user interfaces (UI). According to the Nielsen Norman Group, animation in a user interface can provide visual feedback and guide a user’s attention, improving their experience with the product.

Creative control and production flexibility

Live-action video production depends on physical logistics, such as locations, actors, and weather. Animation bypasses these limitations. An animator can create any setting and any character. This gives the brand complete control over the visual message. While complex animation can be time-consuming, it can also be more efficient for making future updates. According to a 2022 article from Raindance, it is easier to alter an animated video to reflect a product change than to reshoot an entire live-action scene.