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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.

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
  • 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:
florida citrus
Florida Citrus
  • Florida Citrus Case Study – available at
  • 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
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
  • 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….