Explaining Your Vision: What Does It Take To Make People Care?

It’s that moment again, you are trying to share new research or advice in a way that will embed within the general public. You want to open up debate on a complex topic and keep hearing questions you’ve already answered.

Making people care isn’t easy and it can be frustrating trying to get your message across in a lasting way. This was the challenge faced by The Royal Society, raising awareness around unconscious bias.

A film for The Royal Society, raising awareness about AI and what it means for society.

Making people care through whiteboard animation

Several factors make whiteboard animation the perfect way to make your audience care:

  • Whiteboard animation caters to three separate learning preferences. A strong focus on visuals allow whiteboard animations to appeal to visual learners and the use of text appeals to those who favour reading, while the voiceover engages auditory learners.

  • Whiteboard animations allow you to be entertaining and informative; using characters, scenes and references to strike a chord ranging from the emotive to the humourous.

  • Visual metaphors are the cornerstone of whiteboard animation, translating complex information into imagery that communicates with viewers at a deeper level. Metaphors evoke connection and use the power of familiarity. Metaphors help us achieve this by packaging new information in familiar imagery, making it more accessible.

A Minimate for The RSA on the importance of sleep.

A film for The Karyn Purvis Institute of Child Development explaining how TBRI ® helps children who have experienced trauma.

Whiteboard animation: what the research shows

We worked with Professor Richard Wiseman, who holds the only Professorship in the Public Understanding of Psychology in the UK, to look at just how effective whiteboard animations were compared with ‘talking head’ explainer videos. Professor Wiseman found that relative to ‘talking-head’ videos whiteboard animations had a 15% higher level of information retention, were 33% more entertaining and 66% more likely to be shared. This higher likelihood of sharing is reflected in this case study looking at whiteboard animations made for the Karyn Purvis Institute that went viral.

The internet was made for video, with Cisco predicting it will make up 82% of traffic by 2021. This is supported by a study from Animoto which found video was a consumers’ favourite type of content to see on social media and research by Invodo that found 92% of mobile video viewers share videos with others. This means as medium, video is an ideal way to reach and communicate with large audiences in a moving and inspiring way. Whiteboard animations make the most of this effectiveness by being highly efficient at delivering your message to audiences in a way which informs viewers, engages them and generates a high number of shares.

We love telling our client’s stories and applying our visual thinking skills. We would love to help you share your message. Get in touch with us here.


RICHARD WISEMAN: DRAWING KNOWLEDGE

The Psychological Impact of Whiteboard Animation

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Drawing Knowledge: The Psychological Impact of Whiteboard Animation

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