When was the last time you went to a restaurant? We’ve missed them a lot. First of all, there is the delicious food that takes our taste buds to familiar places and new destinations depending on how adventurous we are. Secondly, there is the enjoyment of sharing this experience with friends and family. More than once we’ve asked the chef for the recipe, but somehow it never turns out the same at home.
Similarly, the pandemic has accelerated an already rapid trend towards video. This has been especially true of whiteboard animations used in marketing, bridging the gaps created by restrictions and sharing messages near and far. Like the tastiest restaurant meal, there is a precise recipe behind whiteboard animation and each step is essential in creating a finished film which combines telling your story and engaging audiences with lasting impact and a wide reach.
The history of whiteboard animation
The history of whiteboard video animation starts away from the slick animation and effects that come to mind. In the early days it was less Marvel blockbuster and more home movie. The first whiteboard animations were filmed with a camera; the footage was sped up and the blurring and crossing out was done for real. We remember it like it was yesterday, as we helped pioneer the approach in our work on the RSA Animates. We are proud of this work and the 100,000,000 views they’ve had.
The very first RSA Animate and whiteboard animation.
The latest RSA Minimate, the follow-on series from the RSA Animates.
We’re even prouder of the way the whiteboard animation recipe has evolved since the early days of whiteboard. Today whiteboard animation is used by a huge amount of companies to share an even bigger number of stories and ideas! Some people have created whiteboard animation software to do it yourself, but like the best recipes, if you work with a professional, you get the original ingredients and their modern twists. Whiteboard animation still relies on a well-written script, storytelling and out of the box visual thinking but today also benefits from high-end animation and audio effects to give messages impact, clarity and uniqueness.
From those early hand-drawn beginnings, today whiteboard animations make stories and messages engaging and memorable - explaining information in a way that not only makes it understandable but shows how it links with other facts in the bigger picture of an idea or process.
How are whiteboard animations made?
When done well, the ingredients in a whiteboard video animation combine to create powerful animations that inform, entertain, inspire and stay with viewers. The effectiveness of this combination was highlighted when we worked with Richard Wiseman, Professor of the Public Understanding of Psychology at the University of Hertfordshire. We are admirers of his work, so it was an honour to work with him. To get a better understanding about the way audiences respond to whiteboard animations, we compared them with ‘talking head’ videos. Together we found:
Viewers were 66% more likely to share the whiteboard animation
The whiteboard animation resulted in a 15% increase in information retention
The whiteboard animation was 33% more entertaining
These show how much a whiteboard animation can supercharge your story; now it’s time to look at the ingredients and steps in the whiteboard animation process.
1 - What? Why? When? Who?
Any quality whiteboard animation begins by answering these questions. They are crucial when it comes to setting goals, understanding your audience, focusing the project, establishing your message and setting deadlines (love them or hate them, they are very important). If you’re working with a studio, they will ask you these in an initial creative meeting but if you’re creating an animation then considering these is essential to achieving the vision you have in your mind.
2 - The Script
The script boils these ideas and thoughts down into one message. Your script sets everything else up for success. At a big picture level your script locks your message, sets a tone and allows you to make sure you’re achieving all your goals. Your script also provides key information for other details within your whiteboard animation.
It will be read by our voiceover artist, some of it may well appear as on-screen text and the tone and language you’ve used will form the basis of the illustrations. The length of your script will decide the length of your animation and we recommend working to 140 words per minute.
3 - Storytelling
From the picture books we read as a child, storytelling is a big part of how we understand the world and it’s a big part of what makes whiteboard animations so engaging and memorable. As you plan your script and your story, it’s important to keep in mind the structure of a compelling story. Create a clear beginning, middle and end to establish your message or problem, introduce your solution or process and bring it all together in an ending with a conclusion, clear take-away and call to action.
4 - Illustrations and Visual Thinking
Whiteboard animations can make the most everyday event enjoyable to watch and make the most complex or abstract idea accessible and understandable. Whiteboard animation artists do this through illustration and visual thinking. By creating the perfect whiteboard animation images, illustrations and characters, you can tell your story in a perfect way both for your subject matter and your audience. This has the benefit of making your whiteboard animation unique while also giving you the full visual storytelling power of whiteboard animation. Here are some visual ideas we recommend:
Visual metaphors are a great tool if you’re trying to explain something complex or abstract
Using one image as a centerpiece can help you connect different ideas together
Including references from pop culture, your organisation or industry can really boost engagement and relatability with audiences
5 - Animation
Animation breathes life into all those beautiful illustrations, allowing you to make them even more engaging and memorable. This can be done with characters or props and it’s a great way to add charm and connection. There’s more to animation than this however. Animation stitches your illustrations into a smooth and seamless flow, both guiding your audience through the story and focusing their attention on the important element within each scene. Using the famous ‘hand’ is also a great way of doing this, adding to the animation’s engagement.
6 - Voiceover
The voiceover adds an important dimension to your storytelling. Bringing your script to life, it works in partnership with your visual thinking and on-screen text to give your messages and points real impact. It’s an important part of your whiteboard animation and quality is essential. Low quality voiceovers aren’t just unprofessional, they also take away from the animation’s ability to engage and entertain your audience.
As you plan your voiceover, ask yourself:
How will I record it?
Should a member of the team or a professional voiceover artist deliver it?
If you choose a professional, what sound, tone and style should they have to truly reflect your story and your brand?
These ingredients allow whiteboard animation to turn your story into a delicious meal for the senses that informs, engages and inspires viewers to share it. These ingredients also allow you to make your message and animation perfect for people - whether they are visual, auditory or kinesthetic learners. This blog has more information on what goes into a good whiteboard animation. Making your video accessible is also a key consideration and this factsheet from AccessiblityOz provides some great information on this.
Whiteboard animation software vs studios
Whiteboard animation software has created an option for people looking to create an animated explainer video and like the ready meal version of the restaurant classic, it captures some of that essence which makes the medium such an effective storyteller.
Whiteboard animation software is great for people who don’t have a creative background but want to share their message and it’s a great option for those working with smaller budgets. But while it gives you the ability to create a whiteboard animation, it doesn’t give you some of the key features that come from working with a studio.
Typically, whiteboard animation software limits you to templates, pre-drawn characters and props. You can use these to tell your story, but they don’t have the impact that characters, settings and illustrations designed just for you, your story and your audience have. Less tailored whiteboard animation images will not communicate your personality or story to the same degree, meaning you miss out on some of the whiteboard animation supercharging qualities. You also miss out on the expertise that comes from working with a studio. From understanding goals to script writing, visual thinking, voiceover selection and recording - whiteboard animation artists have a lot of experience in these areas across a wide range of industries which they can bring to you and your message.
This less tailored approach makes the process easier if you are creating the animation yourself but also runs the risk of using the same characters and illustrations as other videos made in the same software. Custom illustrations allow you to be unique and stand out from other videos online and by using the same imagery you can run the risk of blending into the crowd.
Should I use a studio or whiteboard animation software?
There are a lot of factors at play when it comes to creating a whiteboard animation. Issues such as time and budget can play a big role, and in these situations whiteboard animation software provides a good solution. But to access the full storytelling and audience engaging power of whiteboard animation, we’d always recommend working with a studio. As professionals, they bring a level of expertise and quality alongside years of experience. More than this, they combine these qualities with a passion for visual storytelling and sharing ideas.
Ever since those early RSA Animates, we have been passionate about whiteboard animation and the ways it makes messages and ideas engaging and memorable. Since then, we have used the whiteboard animation process to supercharge the messages of governments, businesses, charities and universities. Visual storytelling is our passion and we love working with each new client and the story they are telling. If you’re looking for more tips about creating a whiteboard animation, this blog covers 10 key tips and mistakes to keep in mind.
Do you have a message you want to share? We’d love to hear from you - contact us today!
By combining simplicity, creativity, and visual storytelling, whiteboard animation offers numerous benefits that can help companies improve their communication strategies. In this blog post, we will explore some of the key advantages that whiteboard animation brings to the table.