When planning an animated corporate video, start with what viewers need to see. A product demonstration may need a detailed 3D model, while a short announcement might work well with animated text. The style also affects the budget and production schedule. If you are still comparing animation with filming, start with when animation is the right choice for a business video.
Below are five of the most common animation styles used in corporate video, with a practical explanation of what each is best suited to.
2D vector animation
2D vector animation uses clean, flat shapes and illustrations to tell a story or explain an idea. It can show characters, objects and processes without building a three-dimensional environment.
Vector artwork can be reused across scenes, which can help manage the production time. The amount of illustration and movement still affects the cost. This style is often used for internal communications, onboarding and explainers. Our 2D explainer animation guide looks more closely at how it can explain a service or process.
3D animation
3D animation uses digital models of objects and environments. It can show a product from different angles, reveal its internal parts or demonstrate a process that would be difficult to film.
Models need to be built, textured, lit and animated. That can take more time than a simple 2D production, particularly when the result needs to look realistic. The extra work may be useful for product visualisation or a detailed technical demonstration.
For a technical product, ask whether existing CAD or 3D files can be used. Share them early, along with reference images and the details the video must show. The animator needs to check their suitability and any preparation required before estimating the modelling work.
If your corporate video needs to show something that does not exist yet, cannot be accessed, or would be expensive to capture on camera, 3D can be the right fit. Compare our 2D and 3D animation examples to see how the approaches differ.
Typography animation
Typography animation (also known as kinetic type) is built around animated text. It works well when the words need to carry the explanation. Movement, size and timing can emphasise a phrase or introduce points one at a time.
It can suit a short explainer or internal announcement with a concise script. Keep the text brief and allow enough time to read it. Animated text used for emphasis should be planned separately from the video’s captions.
Whiteboard animation
Whiteboard animation uses illustrated elements that appear to be drawn on screen as the story unfolds. The drawing sequence can introduce an idea gradually, which can suit educational content and training.
The illustrations need to follow the explanation. Showing too much at once can be confusing; drawing every detail slowly can hold up the lesson. Plan which elements appear at each point in the narration.
Motion graphics
Motion graphics combines elements such as text, icons, illustrations and charts through animation. It overlaps with several of the styles above, so a single video may use both animated typography and illustrated diagrams.
For a process video, movement can show the order of the steps or how parts of a system connect. For data, an animated chart can introduce the numbers as the narration explains them.
The amount of detail and movement should suit the subject. A diagram may need only a few highlights, while a brand film may call for more elaborate transitions.
How to choose the right style
Decide who the video is for and what they need to understand. Then consider which parts of the explanation need text, illustration or a detailed view of an object.
When sharing a reference, say what you want to borrow from it: the illustration style, movement, pace or level of detail. Ask to review a style frame, which shows the proposed look, alongside the storyboard, which sets out the sequence. Approving both helps the animator build the scenes you expect.
- If you need a clear, quick explanation, 2D vector or simpler motion graphics can work well.
- If you need to show realistic product detail, 3D animation may be worth the added production time.
- If a short message can be explained through words, typography animation may suit it.
- If you are teaching or training, whiteboard or instructional motion graphics can work well.
Choose the style alongside the script and storyboard. Share examples of the detail, movement and finish you expect so the animator can estimate the work involved. Our animation cost guide explains how those choices affect the budget.
If you’re considering animation for your organisation and would like to see examples of different styles, visit our animation services page for examples, production information and frequently asked questions.
Our animation production process guide explains the stages from scripting and storyboarding to animation, review and delivery.
Ryan Spanger is the founder and managing director of Dream Engine, a Melbourne video production company established in 2002. Over the past two decades, he’s produced hundreds of videos for businesses, government departments, universities and healthcare organisations across Australia. Ryan specialises in helping organisations explain complex ideas through clear, engaging video content, with particular experience in corporate communications, training and education.
