Animation can play a vital role in conveying meaning in a digestable, relatable way. The use of metaphors and other visual cues can leave a lasting impression in a way that would be hard to achieve through images or video alone.
Who's done it well
See who’s doing this well in travel.
KAPTEN
Most Facebook users won't have the sound on, so it's important to communicate as much as you can visually. Kapten use the visual metaphor of cash being blown out the window of an Uber taxi to get their point across. Don't just say what you mean, show it.
TRAINLINE
A simple before and after comparison of two potential scenarios, which come to life through animation to hammer home the core benefit of the Trainline app: peace of mind.
Key takeaway
No matter how complex your value proposition, animation can be a great way to explain it, in relatable terms. Use short, snappy animations to drive visual impact and choose your colours wisely, as this can be a great way to bring attention to individual elements within the ad.
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