Breaking Down the Explainer Animation Process

We asked our Graphic Designer and Animator, Rory, to break down the process of creating an explainer animation video.

There are five main components for creating an engaging explainer video, these being as follows: briefing, scripting, animating, voice-over and an audio mix.

Step 1. Briefing

Sitting down and listening to the client as they list their objectives and goals to understand the story which needs to be conveyed. This process also considers the manner in which a business seeks to communicate with its target audience, whether it be tone of voice, formality, accent, how much technical spiel will be necessary and the pace of the scenes. Key elements of this information will guide the script and animated styling.

Step 2. Scripting

Collaborative efforts between the animator and client often lead to the most fruitful and considered animations. Scene by scene breakdowns allow for total transparency on the scripting/storyboarding process, as each one can be reviewed and approved on an individual basis. This process allows both parties to outline what it is they are trying to achieve with the animated content.

Scripting will dictate the rhythm, mood and length of said animation, and in the case of explainers the average length should be kept to around 60–90 seconds to keep the message concise, short and punchy.

Scripting also dictates the necessity of humour and how conversational the animation will be, as we can cater to varying needs and approaches. Our scripts combine simple and strong verbal cues with highly engaging visuals to leave a lasting impression on the consumer, giving them something to take away from viewing it.

Step 3. Animation

Explainer videos are equally promotional and educational. We design the animated aspects of the video in a way that grabs the consumer’s attention within the first 15 seconds. Any longer than that and the chances that they won’t finish the video increase.

We always push for the most entertaining and engaging visuals. We believe that one overlooked but crucial aspect of explainer animations is the need for them to be entertaining. You can make a mundane subject very interesting if done in the right way.

Our visuals aim to captivate and inspire, and can make use of kinetic typography, character design, clever masking and wacky transitions to support this. There are many animated tools at our disposal to spice up a narrative that could otherwise be considered tedious or dull.

Step 4. Voice-Over

Although not always necessary for every animation, we have often found that those with impactful voice-overs are the most engaging and informative explainers. Tones of voice can be used to elicit certain emotional responses from target audiences. For instance, a solemn tone brings a very serious vibe to an explainer, whereas a bouncy energetic tone instigates enthusiasm and liveliness.

Another aspect of voice-overs to consider is the accent. Soft or relatable accents and terminology can often make consumers feel more comfortable, make the content more understandable, or create feelings of sympathy or empathy. Each of these elements is considered as part of our process.

Step 5. Audio Mix

At this final stage of the process, we use soundtrack and sound effects to build mood and atmosphere within the animation. We tend to use instrumentals for explainer videos as they have a constant beat and a slower tempo which doesn’t draw attention away from the intended message, narration or visuals.

Target audience is again of paramount importance at this stage as we aim to tailor the audio mix to the interests of the intended clientele. An example of this coming into effect is that younger audiences often prefer bouncy tracks.