Why Animation Works So Well To Explain Complex Tech Businesses And Concepts
“We just feel like our prospects don’t understand how valuable our service will be for them … “
This is something we frequently hear from tech companies who contact us at Visionary.
In a way, it’s a great thing.
The massive growth in accessibility to digital technologies has meant a surge into the market of innovative and disruptive solutions.
New companies are building products that create efficiencies and solve problems that clients didn’t even know they had.
In our increasingly technical world, however, it’s becoming more and more difficult for leaders to maintain expertise in all fields that affect their business. And, every year, it gets harder to make high-quality business decisions in an increasingly complex landscape.
So when it comes to selling in the B2B space, for many tech companies, the complex value proposition of their service becomes a significant barrier to entry.
The need for companies to clearly define the benefits of their solution is greater than ever.
That’s where explainer animations come in. Video is uniquely good at conveying complex meaning at speed.
Let’s explore why.
Animated video lets you visualise anything
Live action video can add a lot of brand video to your site. The only problem with them is that – well, they’re live action. You can only film things that actually happen in real life.
On the other hand, animation gives you the opportunity to visualise larger-than-life ideas. It gives scope for creative license, expressive communication, and unique visual styles at a fraction of the cost of live-action.
Skilled designers can use animation to sub-communicate essential brand values such as trust, credibility, premium or fun.
See this example below for Brisbane’s Birnam Wood. Here, animations are used to simplify a complex offering, while portraying the brand as credible, established and modern for a C-level audience:
Video captures and holds attention
Since ancient times, colour, movement, and sound have been important cues to activate our attention.
Our ability to spot threats – like a tiger lurking in the bushes – rests on our ability to rapidly discern important information from background noise. So … things that move, have bright colours, or make a lot of noise tend to stand out.
Like a flame dancing in a fireplace or a TV channel flicking from image to image, animation activates a higher sensory load than text and pictures, helping to grab attention and hold it for longer.
Video provides for different learner styles
If you’ve ever spent any time trying to teach, you’ll know that different people learn the same information at different speeds. Often, this is less to do with innate intelligence and more to do with the way in which the information is presented.
All of us have a predilection for certain forms of communication. For some learners, images, diagrams, and gestures are easier to interpret. For others, language, both written and spoken, is more visceral and immediate. Others still, learn quicker through movement, touch, and physical exploration.
These approaches to interpretation are called ‘learning styles’, and are commonly broken down into seven key areas:
By using music, moving and static images, text, voiceover, logical reasoning, and video’s innate one-to-one engagement style video can target 6 out of 7 of these different learning styles.
Compare this to written language, which can only provide for one or two learning styles at a time.
Video forces you to be concise
Animated videos are best when punchy and to the point.
Their limited scope means that you have to focus down on the most important aspects of your product or service and deliver them in a manner that’s appealing to your customers.
At Visionary, we are perfectly placed to help you do this. As a third party without all your inside-industry knowledge, we can help you cut to the chaff, ditch the technical terminology, and put the key information first.
To learn more about how video engages your customers on a deep level, have a look at some of our Tech and Software video examples here: