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Animation Principles. - Advertising, Banner Ads & Animations. 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. Don’t underestimate the audience.

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animation principles

Animation Principles

- Advertising, Banner Ads & Animations

feedback from last week
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.
  • Don’t underestimate the audience.
  • Be careful about sizing & spacing – it’s not a childrens book. Again, look at the proportions used (of navigation to content) on existing webpages.
animation advertising
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
look at other nfp campaigns anti smoking
Look at other nfp campaigns:Anti-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

types of advertising on web
Types of Advertising on web
  • Banner Ad (Flash or GIF file).
  • Positioned ‘above the fold’, beforescrolling.
  • Limited emotional impact due to scale.
  • But can still possess shock tactics, intriguing copy, humour, surprise etc.
statistical success of web based ads
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 pressure’s on to make a banner ad have some punch, to get noticed….
rich media advertising
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.doubleclick.com/us/knowledge_central/documents/research/dc_richmedia_0307.pdf
florida citrus
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.
types of web ads
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
the banner ad
The Banner Ad
  • Needs to LOOP
  • Needs to include the phrase ‘CLICK HERE’
  • The word ‘FREE’ increases click-through…but clever use of image or text will help.
  • Consider Size of Images – have to have impact!
formal properties
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
does your banner
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?
working from storyboard to flash
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….
ad