Animation Art Style: An Audience-Centred Approach

Who Should be determining the animation art style?

When it comes to creating the art style for your animation, the answer may not be as straightforward as you think. Traditionally, it's been common practice for the studio or the client to take the lead in shaping the artistic direction. However, at Motion Manor, we believe in challenging this conventional approach. 

In this article, we will explore why it's essential to rethink the traditional production process, how we determine what truly matters to our clients, and the importance of candidly eliminating elements that don't add value to the final product.

Why Challenge the Norm?

In the realm of animation and creative endeavours, what the studio wants or what the client envisions isn't always the most crucial factor. Surprisingly, even the client's preferences, while significant, may not be the ultimate driving force behind the art style. 

Yet, this is how the process looks for many…

  1. The client attends a “Discovery Call”, in-person workshop or fills in an online questionnaire. This normally covers things like values, successes, and brand personality.
  2. Then the Studio puts together a Moodboard of ideas/styles aligned to the client's identity, personality, budget and deadline.
  3. The client picks what they like and don't like.
  4. The studio then generates some ideas inspired by the client's preferences.
  5. This then gets refined until you get a balance of both the studio and the client being happy.

The problem with it is that it overlooks the most important person in the process. 

The audience—the people who will ACTUALLY watch the animation.

Our Process

At Motion Manor, we have developed a process that places paramount importance on understanding the audience and aligning our creative choices with our client's objectives. 

Here’s an overview of our approach.

Discovery Phase

We start by delving into critical aspects of the project, such as the animation's purpose, target audience, content distribution channels, and past experiences with animation in marketing.

Market Research

After the initial client consultation, we conduct thorough market and competitor research. This step helps us identify content trends, what's effective, what's not, and where there might be unexplored opportunities. It also allows us to see what content is successful and unsuccessful within the target market.

Creative Ideation

Armed with the findings from our research, we can then create a presentation that includes a mood board of ideas and styles. These concepts are not only inspired by the client's values but also tailored to resonate with their specific audience AND stand out from the competition.

Collaboration

We work closely with the client to refine the art style, incorporating their feedback and insights into the creative process.

This way, the client can see the evidence and research supporting our decisions. It's no longer a fluff piece or ego-stroking exercise, the Art Direction is based on research.

The Importance of Eliminating Fillers

One crucial aspect of our approach is the candid discussion about the necessity of removing elements from an animation that do not serve the viewer's interests.

Here's why this honesty matters;

Cost and Time Efficiency

Animation production can be an expensive and time-consuming process. By removing unnecessary elements, you can streamline the project, reduce production costs, and meet deadlines more effectively. Honest discussions about what truly matters to the viewers help in allocating resources more efficiently.

Viewer Engagement

Content is typically created with the intention of engaging viewers. Yet, when studios focus on what ‘they’ want to create, they can often include irrelevant or distracting creative decisions that detract from the overall viewer experience. Honesty in identifying and removing such elements can ensure that the final product is more engaging, keeping viewers focused on the core message or story.

Client Satisfaction and Reputation: 

Being forthright with your client about the need to cut certain elements demonstrates your commitment to delivering a high-quality product that aligns with their goals. It builds trust and can lead to greater client satisfaction. Moreover, maintaining a reputation for honesty and professionalism can lead to repeat business and positive referrals.

Conclusion

It's essential not to follow conventions blindly. Challenging the status quo and devising alternative production processes that prioritise both the client's and the audience's needs should be the guiding principle. 

At Motion Manor, we believe that this approach leads to more meaningful and successful animations, with smoother production processes and very happy clients!

Looking for a reliable animation studio to bring your video, animation, and motion design ideas to life? Motion Manor can help! Click the link here to get in touch.

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