Animation Principles

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Animation Principles

• - Advertising, Banner Ads Animations

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Feedback from last week

• Please STICK to the conventions of webpage design
  many of the designs DO NOT LOOK like WEBPAGES.
• Consider the impact of the imagery and language
  you use.
• Dont underestimate the audience.
• Be careful about sizing spacing its not a
  childrens book. Again, look at the proportions
  used (of navigation to content) on existing
  webpages.

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Animation Advertising

• Advertising AIDA principle
• Awareness get their attention
• Interest say something relevant to your target
  audience
• Desire create a need for personal investment,
  or instil motivation
• Action initiate change

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Look at other nfp campaignsAnti-Smoking

• We want you to be aware of the fact that smoking
  damages your heart and arteries. The message is
  clear - if you smoke you risk clogging up your
  arteries.
• And every single time you pick up a cigarette we
  want you to remember this fact.
• Our campaign is based on extensive research with
  groups of smokers to find the most effective
  approach to making the link between smoking and
  coronary heart disease.
• As a result of seeing this approach, some smokers
  who took part in our research groups have already
  decided to give up cigarettes.

http//www.bhf.org.uk/smoking/ut_campaign.asp
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Types of Advertising on web

• Banner Ad (Flash or GIF file).
• Positioned above the fold, before scrolling.
• Limited emotional impact due to scale.
• But can still possess shock tactics, intriguing
  copy, humour, surprise etc.

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Standardized Sizes
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Statistical Success of web-based ads

• Measured in ClickThroughs each time a person
  clicks on a banner ad.
• Average banner ad is clicked on only 0.4 of the
  time.
• Traditional direct mail 1-1.5(see
  www.iab.net)
• So the pressures on to make a banner ad have
  some punch, to get noticed.

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Rich Media Advertising

• On-line advertising that involves dynamic
  movement outside the banner intruding on actual
  page.
• Could include video and sound also
• More reading about Rich Media http//www.doublecl
  ick.com/us/knowledge_central/documents/research/dc
  _richmedia_0307.pdf

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Florida Citrus

• Florida Citrus Case Study available at
  www.iab.net/creative/richmedia.asp
• Increases in awareness, likeability, purchase
  intent.
• 77 more memorable than the average web ad.

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Types of web ads

• Expand Banner rollover it and it expands
• OverLays overlays over the webpage
• Interstitial appears between webpages
• PopUps appears in separate pop up window
• www.tangozebra.com

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The Banner Ad

• Needs to LOOP
• Needs to include the phrase CLICK HERE
• The word FREE increases click-throughbut
  clever use of image or text will help.
• Consider Size of Images have to have impact!

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Formal Properties

• Is it legible?Needs to run slowly and be short
  allow people time to readIs the text big enough
  to glance at?Needs to pause at end for URL and
  call for action.
• Is it readable?Are elements consistent, does
  space guide the eye around is there an area of
  focus?Use grids

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DOES YOUR BANNER

• A. Use intrigue/shock/humour to catch the users
  attention either through clever copy or image?
• I. Speak directly to the target audience?
• D. Help the audience to appreciate the personal
  benefits of your message
• A. Lead the way towards changed behaviour?

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Working from Storyboard to Flash

• Keep it simple simple animation routines
• Simple, short phrases for text
• Keep it consistent
• Building up your movie using simple tweening.