Commercials play an undeniable role in the success path of a brand, product, or entity. Their significance becomes even more noticeable when considering that they can deeply and vividly connect with audiences beyond the original target demographic, influencing purchasing decisions and brand awareness.
Yet, what exactly fascinates and attracts audiences on such a deep level? Why do only a select few commercials leave a long lasting mark on the minds of viewers, reminding memories with even the slightest resemblance to daily experiences?
These memorable commercials, though a minority, consist a masterful mix of social, psychological, narrative, and visual elements that set them apart from the rest. Quite on the contrary, many visually astonishing commercials fail to leave a lasting impact, fading from memory as soon as they end. Much like cooking, where a chef cannot cook delicious cuisine with limited, spoiled, or improper ingredients, or without the necessary cooking equipment, the same principle applies to creating memorable commercials. Basically, the key to such success lies in a combination of factors. So, let’s look into the essential ingredients necessary for creating a remarkable and attention grabbing commercial.
How Can You Create a Winning Animated Commercial?
1.To The Point Storytelling
When creating an animated commercial, it’s vital to focus on clear, concise and minimalistic storytelling. The goal is to persuade or inspire the audience about a product while presenting a visually engaging narrative in a short time frame. Therefore, it’s crucial to be brief, precise, and appealing in showcasing the introduction, characters, concept, and reasons that highlight the product’s superiority over competitors.
also read this article : The Importance of Storytelling in Animated Commercials
2.Mental Association Effect
Psychologically speaking, mental association refers to the process by which individuals link or connect one idea, concept, or memory with another. These associations can be based on similarity, proximity, or past experiences. Mental associations play a crucial role in memory formation, learning, and decision-making. In the context of animated commercials, leveraging mental association techniques and elements is highly important to encourage the audience to purchase the product.
By strategically including visuals, sounds, characters, and narratives that make the audience remind positive emotions or lovely memories associated with the product, you can create strong mental connections in the minds of consumers. These associations help reinforce brand recognition, shape perceptions, and influence purchasing decisions. Whether it’s through memorable atmospheres and concepts, relatable characters, or appealing storytelling, using mental association remarkably can enhance the effectiveness of animated commercials in grabbing audience attention and consequently creating and developing brand loyalty.
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Lexical Semantic Vs Visual Semantic
Lexical semantics, from a linguistic perspective, is about the intricate meanings and associations behind words. It explores how language users attribute significance to words based on their experiences, cultural background, and personal understanding. When someone encounters a word like “apple,” their mind instantly conjures up a multitude of associations related to the fruit, its taste, appearance, or even memories associated with it. These mental connections serve as gateways to a vast network of meanings and interpretations.
Transitioning to the world of animated commercials, we need to deal with the translation of lexical semantics into visual semantics. In this context, visual semantics uses the power of imagery, color, and symbolism to convey messages and evoke emotions. Just as words evoke mental images, visuals in animated commercials trigger associations and perceptions in the minds of viewers. For example, a commercial promoting a refreshing beverage might utilize vibrant colors, dynamic imagery of splashing water, and smiling faces to evoke feelings of vitality and enjoyment.
One thing that must be said is that visual semantics in animated commercials is not merely about aesthetics; it’s a strategic tool for effective communication. By carefully selecting visual elements that match the desired message and target audience, you can create fascinating narratives that deeply connect with viewers on a subconscious level. Whether it’s using familiar symbols to evoke nostalgia or employing aspirational imagery to tap into viewers’ desires, visual semantics allows you to create narratives that leave a lasting impression and drive consumer behavior. In simple terms, lexical semantics sets the meaning of words, while visual semantics expands on this in animated commercials. It turns abstract ideas into vivid experiences that attract and convince viewers.
3.Behavioral Psychology
Behavioral psychology, also known as behaviorism, is a branch of psychology that focuses on observable behaviors and how they are learned and reinforced through interactions with the environment. In the context of making an attention-grabbing animated commercial, behavioral psychology can play a significant role in several ways. Firstly, by understanding the principles of reinforcement and conditioning, you can design commercials that effectively maintain the audience’s attention.
Furthermore, behavioral psychology emphasizes the role of stimuli in shaping behaviors. you can use this principle by carefully selecting and arranging visual and auditory stimuli in their commercials to evoke specific responses from the audience.
For instance, using fast-paced editing, bold colors, and exciting music can create a sense of urgency or excitement, encouraging viewers to pay closer attention to the commercial and its message.
4.Narrative Psychology
A successful animated commercial need to create an emotional bond with the audience. It helps them understand how the product meets their needs by connecting it with their personal stories and experiences. Here is where Narrative Psychology comes in. Narrative psychology focuses on how individuals interpret and construct the stories of their lives and experiences. It explores how storytelling shapes our understanding of ourselves and the world around us.
Regarding animated commercials, a great commercial can use narrative psychology by telling engaging stories that connect with the audience’s memories and experiences. By including engaging narratives and familiar situations, animated commercials can evoke emotions and trigger memories in viewers. As viewers see themselves reflected in the commercial, they are more likely to identify with the product and its benefits, making it more compelling and persuasive. In this way, animated commercials leverage narrative psychology to create meaningful connections with their audience and effectively communicate the value proposition of the product.
also read this : importance of narrative structure in successful game trailers
5.Psychology of Color
Colors and emotions are closely linked. Each color makes us feel something different. For example, red can make us feel passionate or angry, while blue makes us feel calm and relaxed. Yellow brings happiness and optimism, while green reminds us of nature and balance. From the warm feeling of orange to the peacefulness of purple, colors affect how we feel and see things a lot.
This is really important in art, design, and how we talk to each other. Knowing how colors make us feel helps us share messages and get the reactions we want, especially in a commercial. Animated commercial in particular use colors a lot to make us feel a certain way. Choosing colors carefully helps make commercial that really work and get people interested. Understanding how colors affect our feelings is a big part of making ads that people like and pay attention to, especially in animated commercials.
6.Proper Style
Another key factor in animated commercials that can either make or break its success is choosing the proper style. Simply put, it’s like choosing the right outfit for an occasion; if it doesn’t match, it might not leave a good impression. There are various styles and techniques like 3D, classic 2D, cut-out, stop motion, pixelation, or mixed CGI. Each of these styles has its own vibe and appeal. Think of it like this: if you’re selling toys to kids, a fun and colorful 3D style might be the way to go. But if you’re promoting something more serious, like a financial service, a mixed CGI style might work better because it’s clear and professional.
Choosing the wrong style can confuse or even turn off your audience because it might not fit the dynamic, chemistry and nature of the aimed product. To make the right choice, you need to consider the nature of the product or service and the audience they’re targeting. Scientifically speaking, different styles can trigger different emotional responses in viewers. For example, 3D animation might create a sense of excitement and immersion, while classic 2D animation might remind nostalgia or simplicity.
also read this : Different Types of Commercial Animations + How to Choose One for Your Business
7.Subjectivity Vs Objectivity : Feeling Vs Ration
Subjectivity refers to personal opinions, feelings, and interpretations influenced by individual experiences and thoughts. It’s about how we understand things based on our own emotions and beliefs. Objectivity, on the other hand, relates to factual information and observations that are independent of personal biases or opinions. It’s about seeing things as they are, based on evidence and logic rather than personal feelings.
In the context of making commercials, subjectivity and objectivity play crucial roles in engaging and convincing the audience. Subjectivity involves getting into the emotions and preferences of the target audience. We need to use storytelling, imagery, and music to evoke specific feelings and create a connection with viewers on a personal level and leave a lasting impression on them.
On the other hand, objectivity is about presenting facts and features of the product or service in a clear and transparent manner. It involves highlighting the benefits and advantages in a way that is truthful and credible. Objectivity helps build trust and reliability with the audience, as they feel informed to make decisions based on accurate information.
So the key is balance! Successful commercials hold a balance between subjectivity and objectivity. Too much subjectivity without factual support may seem manipulative or insincere, leading to skepticism from the audience. Conversely, too much objectivity without emotional appeal may fail to capture the audience’s attention or evoke a meaningful response.
8.Minimalistic Approach
A minimalistic approach involves simplifying the message and design elements to convey the essence of the narrative in a clear and concise manner. It’s about cutting out unnecessary details and focusing on the most essential aspects to create impact and connection with the audience.
Distinguishing features of a minimalist effective approach include:
- Simplified Design: Minimalistic commercials often feature clean and orderly visuals, with a focus on simple shapes, typography, and well-chosen color. By reducing visual distractions, the message becomes more prominent and memorable.
- Concise Messaging: Minimalist commercials convey the message using brief and straightforward language, avoiding unnecessary explanations. This allows the audience to get the core idea quickly and easily.
- Emphasis on Visuals: In minimalist commercials, visuals play a central role in telling the narrative. Each visual element is carefully chosen to convey meaning and evoke emotions, eliminating the need for excessive dialogue or narration.
- Negative Space Utilization: Negative space, or the empty space around and between the main elements of the composition, is utilized effectively in minimalist commercials. It helps to draw attention to the focal point and creates a sense of balance and harmony in the overall design.
A minimalist approach helps a commercial tell the narrative as short and beautiful as by removing unnecessary details and focusing on what truly matters.
9.Element of Humor
Using humor in an animated commercial adds a fun touch that can connect with the audience and make the message stick. Humor can come in different forms, like clever jokes, funny scenes, or situations we can relate to. The trick is to keep it light and make sure it fits with what the brand stands for.
When humor is done right, it can create a positive vibe around the brand and help people feel closer to it. It breaks down barriers and makes the message more understandable. However, it’s important to be mindful not to offend anyone or make jokes that might not sit well with everyone. By finding the right balance and using humor in a respectful way, commercials can entertain, engage, and get the message across without going overboard or crossing any lines.
10.Smart Hand Shake with Cliché
In making a commercial, being original and creative is really important. But sometimes, using familiar ideas, or clichés, can be smart. People like seeing things they recognize because it feels comfortable and relatable. It’s like shaking hands with an old friend, it builds trust right away.
However, it’s crucial to use clichés wisely. Instead of just repeating the same old stuff, you should find new ways to use familiar ideas. This keeps commercials fresh and interesting. By blending the familiar with the unexpected, commercials can be both comforting and exciting, making them memorable and enjoyable for the audience. So, while being original is great, adding a touch of the familiar can make commercials even more effective.
Streaming Platforms
To wrap up, it’s crucial to highlight the significance of streaming platforms where animated commercials are showcased. While all the key points we’ve discussed above are vital, the platform where the commercial will be streamed holds immense importance. The popularity, vision, ideology behind them and accessibility of streaming platforms greatly influence how animated commercials should be tailored.
For instance, if a commercial is set to air on YouTube, where viewers expect engaging and shareable content, it might benefit from humor, concise messaging, and visually appealing elements to capture attention amidst a sea of videos. On Instagram, where short attention spans control, a minimalist approach with eye-catching visuals could be more effective in conveying the message swiftly.
Similarly, for video-on-demand (VOD) platforms or TV channels, where audiences seek high-quality, immersive experiences, commercials may lean towards cinematic storytelling or sophisticated animation styles to leave a lasting impression.
Where to go from here?
Check out our portfolio at Dream Farm Studios. We’re a passionate animation team dedicated to making your dreams a reality. We partner with Dream Farm Agency, a future-driven total solution provider for agencies and brands, specializing in innovative communication strategies that explore creative storytelling methods across various digital and media channels.
