This article provides an in-depth exploration of the intricacies involved in creating compelling web animations. It highlights the importance of legibility, message delivery, motion limitation, and breaking monotony in animation. The article also offers a step-by-step guide on how to plan and execute a flash banner animation, using a real-life example from Dream Cruises 4U.
Animation is a complex process that involves more than what is visible in the final product. Many aspects of animation often go unnoticed, such as the importance of legibility, the delivery of the message, limiting motion, and breaking up monotony.
The first step in creating an effective animation is ensuring that your copy is legible. If your audience can't read the message, then the animation has failed in its purpose. For instance, in the flash banner at Dream Cruises 4U, white copy on a medium blue background is used in the opening scene to ensure legibility. The copy is strategically placed in the corner to draw the viewer's attention.
Too much motion can be distracting and can dilute the impact of the message. It's crucial to give your viewers a chance to absorb your message before introducing more elements. Similarly, breaking the monotony is essential. If the introduction of your copy is consistent and does not vary, nothing important will stand out.
In the final scenes of the animation, transitions such as "dissolves" and "straight cuts" are used. These are common techniques in film and television that often go unnoticed. They involve one object, scene, clip, or animation fading away while another fades in. In digital video, one clip slightly overlaps the other, and a transition is placed between them.
Before starting your animation, it's crucial to have a plan. Sketch out a timeline and know what you want to achieve beforehand to avoid a chaotic and disorganized animation. Vary the style of animation to create diversity and maintain interest. Pay close attention to the most important messages in your animation and use motion to draw the eye to it. Remember, not everything needs to be animated. Overdoing it can result in an animation that looks like objects thrown into a dust storm, reducing the power of your marketing message.
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