How animations make an impact on customers and their experiences
It a known fact that visual imagery is one of the most powerful aspects a marketer can use. Colors, forms and shapes take part in piquing the viewer’s interests and retaining their attention, whilst altering their perception as per the requirements of the brand. Data has been collected based on the impact animations have on their viewers and as per the conclusions, they play a vital role at inspiring viewers to associate themselves with the brand.
The outcomes have been immense and that further influenced majority of the brands to incorporate animations within their marketing campaigns. Not only did they experience a raise in their conversion rates but an increase in their customer retention rates as well, enabling both parties to connect with one another more effectively eventually leading to gaining lead within the competition.
The best thing about animations is that they have the ability to bring concepts and ideas to life, no matter how complex they might be; you always have the possibility to surpass reality and expectations with animations. However, in order to create adept animations that fall under the criteria of the viewers it’s important that the animation maker implements certain strategies and factors into their animations.
One can separate their work into different segments, allowing their animation to form systematically. Moreover, we have elaborated the major factors that should be looked into whilst creating animations.
Animations that are highly functional and what boosts them
The thing about functional animations is that they are free flowing and have no constraints, they tend to transform and transition from one part of the context to another in a smooth order, without causing entanglement of ideas and messages. It does not there, the viewer has free space to explore and experience the animation as well, and the freedom allows them to perceive the animation subjectively.
In addition to that, functional animations are known to lessen cognitive pressure as well. Allowing animators to represent complex narratives through easier means. Especially given the fact that visual imagery is the best medium to translate complexities into comprehensible narratives.
Another feature to keep into consideration is that functional animations have been built to deliver personalized experiences. They make the viewer feel as if the imagery was created to assist them and them only and that sparks up customer loyalty, influencing customers to stick to a specific brand and eventually making an impact on the conversion rates.
We cannot let of the factor that animations play a significant role at building brands personalities. Most impressions and opinions that are formed by viewers and customers regarding a certain brand are based on the content they witness. And since animations mainly deliver positive points to the viewer, they influence positive impressions that catalyze the brands growth and popularity amongst the industry as well as gives an edge against competitors.
Functional animations and how they are perceived by the customers
We have noticed that functional animations are highly appealing and eye catching and that is why viewers are retained more effectively through this medium than in any other. Not only is it due to the movements and motions but also due to the fact that functional animations bring the unreal into the real world.
Education is made more fun and entertaining, making it easier for viewers to gain their desired piece of information more easily. We know how viewers are more interested in gaining information on benefits rather than on functionalities and features, therefore the animation must revolve around their needs and requirements, and that is the main aim and purpose of a functional animation.
Apart from that, it is very common for brands to experience a boost in their traffic but overtime it starts shedding off and to avoid that functional animations should be put into action. They have the power within them which influences the viewer to keep returning back for more content, whether it’s to decide whether they want to make a purchase from the brand or to simply understand a context.
However, keep in mind to strategize your animated video and implement aspects within the animation in an orderly manner. Because systematic transitioning within animation matters a lot and that it what sparks interests within viewers.
Bella has over 5+ years of experience leading strategic digital marketing, social media, influencer engagement and analytics initiatives. In addition to acting as the Director of Marketing and Customer Experience at BCBS, she is also an author on the topic of transforming teams and partners to beat your competition.