2D animation (from the English “two-dimensional” – the second dimension and “animation” – animation, animation) is a computer technology for creating movement or imitation of this movement of objects in two-dimensional space. Used in cartoons, video ads, explainers, video instructions.
2D animation is in fashion in any weather! For 20 years now, we have been living in the 21st century, in the digital age. Cutting-edge technologies come from all sides: realistic 3D, virtual and augmented reality. Still, good old 2D animation is still in high demand, both in the entertainment industry and in video advertising.
Today it is as easy as shelling pears to meet 2D animation: it surrounds us on TV screens, on YouTube, in movies and on any advertising media. And despite the fact that even “Well, Wait!” the authors adapt for 3D animation, judging by the feedback in social networks, the viewer still remains faithful to 2D.
In the article, we will analyze:
- How 2D animation was done before and how it is done in the digital age.
- When and why is it better for a business to use 2D animation?
How 2D animation is created
The basic principles of 2D animation have remained largely unchanged since the early 19th century. Artists paint a set of flat pictures in two dimensions: width and height. Each next picture is slightly different from the previous one. Due to the rapid change of pictures in the frame, it seems to the viewer that the image comes to life. This is enough to make the movement of objects and characters seem smooth and realistic enough.
It’s another matter that today pencil and scissors have been replaced by graphic tablets, powerful computers and sophisticated software. Creators no longer need to do a bunch of the same type of manual work to bring the picture to life. The machine does an excellent job of this. If the creation of one issue of “Well, wait!” animators spent six months, the series of “Smeshariki” is collected in about a month:
Otherwise, the basic principles have remained unchanged since Disney times.
First, the writer comes up with the story and characters. The artists then render this story as a storyboard (a rough sketch of the future video). After that, the artists bring the rough picture to the final version, the objects and characters are made more detailed and “painted”. When the background and images are completely ready, they are connected and “brought to life”. This process is technically called animation.
When 2D animation is more appropriate for business
What about 2D animation in advertising? Contrary to popular myths, advertising videos in 2D are ordered not for reasons of economy, but because there are situations when 2D is more appropriate and will work better than 3D.
Let’s look at a few of these situations.
- Explaining through storytelling
Imagine you are bringing a new mobile application to the market. Your primary task is to tell about an IT product in an interesting way and reveal its advantages through a fascinating story, and not to surprise the audience with a beautiful picture. The visual series is needed to illustrate the plot, to set the right tone and mood, but not to draw away the entire viewer’s attention.
It is no coincidence that explanatory videos are always done in 2D.
- The story is revealed through characters
It is much easier and cheaper to portray heroes using 2D animation than using 3D animation or even shooting with a camera. If the script deals with people, or even more so – anthropomorphic characters, animals, 2D animation is the best solution in terms of price / quality ratio.
This is especially true for plots with a large number of characters’ actions – animation is made faster and easier, and preference is given to content rather than form, which is often simplified.
- Deliberate departure from realism to art style
We love cartoons not for their realism. Quite the opposite, it is the feeling of deliberate unreality of what is happening on the screen that evokes positive emotions familiar from childhood in the viewer and turns on fantasy, makes the authors believe in fiction.
This trick also works great in video ads. Cartoon graphics give the viewer a sense of a fairy tale, help to create an atmosphere, awaken bright emotions and draw an invisible association between these emotions and your product.
While 3D graphics always gravitate towards realism and applications such as visualization of equipment, 2D provides more opportunity to show originality. It was experiments with 2D graphics that gave rise to many distinctive styles of motion design: flat design, doodle video, string style, isomerism, liquid motion, etc.
- The corporate identity of the company is already built on 2d graphics
It happens that the corporate identity and brand book of an organization is developed, for example, in flat graphic design. To emphasize the firm. style and further distinguish yourself from other companies on the market, it makes sense to continue to create visual content in 2D and if it comes to video, then 2D animation will come in handy.
- Stand out from the competition with filming and 3D graphics
2D animation does two things perfectly: tell stories and evoke emotions familiar from childhood. But thanks to The Avengers, Transformers, Avatar and similar Hollywood movies, a stereotype has developed in society that 2D graphics are something outdated and less noticeable than 3D and virtual reality. This stereotype can be played well if you want to look original and break through the internal AdBlock of the viewer.
The only thing that is required is your willingness to experiment. The budget is the same, but the artistic and expressive medium is radically different: while all your competitors resort to standard 3D, you can boldly declare yourself and attract attention with cool 2D animation.
Conclusion
2D animation is one of the most effective tools for increasing sales in the 21st century. Depending on how competently you use it, the result of an advertising campaign, product presentation or promo on the Internet depends. With our recommendations, which we have derived from our own experience, we hope you will achieve great success.
Good luck!
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