“No matter what kind of storyteller you are … you have one primary objective. You are really here to learn only one thing and that is how to elicit emotion.” Michael Hauge, American story consultant
Emotions play a key role in how we process information, form memories, and make decisions. In fact, research shows that they shape how we see things, focus our attention, remember information, and solve problems. Plus, they make it easier for us to store and recall what we’ve learned.
However, not all forms of communication evoke emotions in the same way. While traditional formats like text and static images can convey information well, animation has a special way of connecting with our emotions. By blending visuals and sound, animation creates a richer, more immersive experience that makes messages resonate more deeply.
But what, exactly, gives that power to animation? And how does it manifest in our brains and our lives?
In this article, we deep dive into the question "How does animation affect emotions in the viewer?" We explore how animation influences us, its role in marketing and internal communications, and why it’s a powerful tool for purpose-driven organisations.
So, let’s get right into it.
At its core, animation allows you to craft entire worlds and characters in a way that makes complex or sensitive topics easier to digest. That's because when viewers see a relatable character go through challenges, they’re more likely to empathise with that character’s emotional journey. This emotional connection is crucial because it drives engagement – people don’t just understand the message, they feel it.
Pixar creates the most renowned animations globally, right? And it’s no wonder – they consistently evoke deep emotions by featuring animated characters and scenarios reflecting our experiences and feelings. They capture what it means to be human, making their stories hit home in a vivid way.
The coolest thing about animation is that it allows for a suspension of disbelief, we all temporarily set aside our doubts and fully engage with the story, even when it’s fantastical or exaggerated. This makes complex emotions and ideas easier to understand and relate to, as we’re more open to experiencing them in our imagination.
Specific areas of the brain light up when we watch animations, especially the occipital and temporal lobes. These parts of the brain are command centres for processing visual information – they help us recognise shapes, colours, and movement. When you’re watching animation, these regions work overtime to interpret what’s happening on the screen.
But it goes beyond recognising pretty visuals. The occipital lobe, which handles visual processing, kicks into high gear to track the motion and flow of animated characters. Meanwhile, the temporal lobe steps in to help us recognise faces, emotions, and even the subtle cues in the characters' expressions. And there's more...
Animations also activate other parts of the brain linked to understanding social interactions and processing emotions. For example, the right temporoparietal junction (TPJ) helps us interpret the intentions behind animated characters' actions, making it easier to relate to their behaviour.
The superior temporal sulcus (STS) is involved in detecting motion and processing dynamic visual stimuli, so our brain can follow the fluid, life-like movements in animation. Meanwhile, the amygdala (the emotional hub of the brain) lights up to process the feelings conveyed by the characters, pulling us deeper into the story.
This intricate brain activity is part of why animation feels so immersive. That explains why animation is such a powerful tool for communicating messages – especially when you need to leave a lasting impact.
Vibrant colours can set the mood, dialogue builds the narrative, and music underscores the emotion of the scene. Together, these elements create a layered emotional experience that text or static images simply can’t beat.
Studies have shown that when music and visuals are presented together in sync (audio-visual congruent), our emotional reactions are heightened compared to listening to music alone. So when music, visuals, and dialogue are working in harmony, it’s a one-two punch to the heartstrings. Messages become not only more impactful but more memorable.
Now, let’s talk about animation's role in discussing sensitive subjects like mental health, disabilities, or chronic illnesses. These topics often require a delicate touch. Animation, with its ability to soften harsh realities without diluting their importance, is the perfect vehicle for this. It can create an approachable, creative space to discuss difficult topics, allowing people to absorb the message without feeling overwhelmed or alienated.
For example, in healthcare, animated explainer videos are used to break down medical procedures or discuss mental health in a way that feels more accessible than a standard lecture or informational pamphlet. Viewers are more likely to engage with the material when it’s presented in a format that feels approachable yet informative.
You can see an example of this in the animated explainer video we created for the Digitising Social Care Programme: https://www.motionmanor.co.uk/case-study-dhsc/
Animation has a unique ability to stir emotions – often tapping into nostalgia, which brands love to use in their marketing.
Think about it, when we see an animated campaign, especially one that reminds us of childhood favourites, we’re already primed to feel something. Animation’s playful nature taps into the part of our brain that associates cartoons with happy memories. Brands capitalise on this, using animation to connect with audiences on a deeper level and make their marketing messages stick for longer.
Animation is also great at helping brands illustrate customer challenges and offer their product or service as the solution. It helps make often abstract challenges tangible and, more importantly, solvable.
But animation isn’t just for external marketing. It’s increasingly being used in internal communications to engage employees and improve their understanding of company values, goals, or new initiatives.
We’ve all sat through dull company presentations that feel like endless streams of data and jargon. Animation spices this up.
By using relatable characters and simple storytelling, animation can break down complex company strategies into bite-sized, engaging narratives that employees actually feel like watching. Plus, these visuals are far more memorable than static presentations, making it easier for teams to recall key points and feel more connected to the company’s mission.
An example of this can be found in this case study for East Sussex County Council, where they used vibrant and abstract characters to bring to life the diverse career pathways they offer.
Purpose-driven organisations often deal with issues that are both complex and urgent – climate change, wildlife extinction, resource depletion – and need to communicate these topics in a way that inspires action, ASAP. Animation can take abstract, hard-to-visualize data (like CO2 emissions or deforestation rates) and turn them into compelling visual narratives.
For example, animated videos about conservation can show audiences the direct impact of their actions (or inaction) on the environment. Whether it’s an animation that illustrates the journey of a plastic bottle from the ocean to a landfill or one that demonstrates the small actions individuals can take to fight climate change, these visuals engage viewers on both an emotional and intellectual level.
Animation doesn’t just spread awareness. It boosts engagement and can attract much-needed funding for conservation efforts. All that through powerful storytelling.
According to Sandy Rees, Founder & Chief of Get Fully Funded, "Nonprofit storytelling lets donors and volunteers know that they are making an impact and making life better for real people. In other words, you are letting your donor know that she is part of your story and most importantly part of the beneficiary’s story."
So, by animating the work that’s being done on the ground, organisations can make their mission more relatable and their requests for support more compelling.
Take Greenpeace. They’ve used animation in campaigns to highlight the impact of deforestation and other environmental issues.
Remember "save the turtles?" Not a lot of people took it seriously enough. As a result, Turtle Journey, a short film by Aardman’s Gavin Strange, beautifully yet poignantly portrays a turtle family’s perilous journey home through an ocean increasingly threatened by climate change, plastic pollution, oil drilling, and overfishing.
So how does animation affect emotions overall? Whether used in marketing, internal communications, or by purpose-driven organisations, animation can turn your strategy into something new and exciting.
So, how can animation elevate your message? Book a virtual coffee with us to explore how we can help you turn a complex message into an emotionally impactful story.
