Enhancing communication through animation and visual storytelling

As a seasoned motion designer who has the pleasure of working with a team of talented communicators, I have witnessed firsthand how animation can transform how we convey messages. For me, animation is not simply about creating visually appealing content – it is about breaking content down into smaller ‘stories’ that resonate with audiences.

I see animation as a way of adding dimensions to our thinking about diversity and inclusivity. One of animation’s most interesting areas is its ability to straddle traditional barriers such as language barriers. Unlike conventional text or static imagery, animation can communicate complex ideas or messages through visual metaphors that don’t rely on language alone. Using symbols and progressive animation can again help build a message over time. For example, if we were to design an animated character to express emotions through cartoon-style exaggerated facial expressions and body language – this could be understood by a broader range of viewers from different cultural backgrounds, making the message more accessible and inclusive.

A great example of this is the animation created for the “Your Council Explained” campaign we delivered alongside Caerphilly Council. As part of Caerphilly’s ongoing efforts through the Mobilising Team Caerphilly programme, this campaign addressed knowledge gaps and provided clear, concise answers to questions from residents, staff, and elected members. The animations aimed to create an open, transparent environment that supported the delivery of change at pace, and received support from both elected members and residents. By breaking down complex information into digestible segments, these animations explained complex council’s processes and made them more accessible to a diverse audience.

I’ve also found that animation helps the development of creativity and flexibility, which is often tricky in more traditional styles. When thinking about diversity and inclusion, this flexibility is beneficial. Suppose we consider a scenario where we need to address the topic of accessibility in design. An animated video can highlight the challenges faced by individuals with disabilities and demonstrate inclusive design solutions in a sensitive way whilst also being engaging and empathetic.

I’ve always been fascinated by how animation can help simplify information. By including a few different types of media, like music, voice-over, visuals and sound effects, you don’t have to rely on just one element to have an impact. Music is an excellent way of expressing energy, calmness, or danger. Voice-over also adds the ability to assert attention to script elements. When we think about it, this also helps animations work for those with visual impairments or technology constraints with no additional overheads – breaking down intricate concepts into digestible segments, making it easier for audiences to understand and retain the information.

I guess I’ve stuck with animation all these years because I appreciate the flexibility and toolsets available with animation and the layering of different animation styles to suit other brands or styles. I’m a huge advocate of how it’s an effective way to enhance communication, especially when communicating important messages to a broad and diverse group of people. As a motion designer, I am continually inspired by the
potential of animation to bring people together. As my motions design skills grow,
I’m hopeful that I’ll help more people understand more and more complex things in an increasingly more straightforward way.

I’m excited to see how the rise of AI tools become increasingly more developed to support animation in the same way it’s currently supporting the graphic design and other generative media, though with a little search online, you’ll see a lot of debate and challenge about how AI has a lot to learn when it comes to diversity and inclusion – one to watch for sure. Nevertheless, I will keep an eye on it, contributing to and using it in my professional delivery.