INK. THINK. LINK

The Secret Power of Whiteboard Animation

A collaboration between We Are Cognitive and Professor Richard Wiseman

A man with glasses, sitting in a leather armchair, gesturing with his right hand, in a room decorated with framed artwork, a lamp, and a bookshelf.

We knew whiteboard animations worked, but we wanted to know why. The RSA Animates weren’t just more popular; they were more engaging, more memorable, and more likely to be shared. That’s where Richard Wiseman came in.

Richard, a psychologist with a background in magic, has spent his career exploring perception, attention, and the quirks of human behaviour. When we first discussed collaborating, he suggested we conduct a proper scientific study to measure how whiteboard animation affects memory, engagement, and shareability.

Pink quotation marks on a white background.

“…One of the most interesting and innovative experimental psychologists in the world today.”

The Experiment: Testing Whiteboard Animation

Red book cover with silhouette of a running black dog shadow as larger shadow, and a smaller white dog silhouette underneath, titled "The As If Principle" by Richard Wiseman, with subtitle "The Radically New Approach to Changing Your Life."

For the study, we created two versions of the same talk—one as a standard talking-head video and the other as a whiteboard animation. The subject? Richard’s book, The As If Principle, which explores the idea that acting ‘as if’ you feel a certain way can actually change your emotions.

(Smile, and you might just feel happier.)

See the experiment in action below!

The audio was identical in both versions; the only difference was the visual format. We then tested the videos on a group of 2,000 participants, measuring the following:

Memory Recall
How much did they remember?

Entertainment Value?
How engaging was the content?

Shareability
How likely were they share it with others?

Illustrated timeline of William James with quotes and diagrams explaining research on human behavior and mental processes, including concepts of power, memory, and positive thinking.

Watch The Original Whiteboard Animation Used in The Study Here

The Results Were Striking!

A cartoon character with a large, smiling face and a protruding nose, holding an open box with a sheet of paper inside showing algebraic equations.

15%

More Memorable

People who watched the whiteboard animation retained 15% more information than those who watched the talking-head video.

A cartoon drawing of a rabbit popping out of a magician's hat with a hand near it, set in a black-and-white style.

33%

More Entertaining

Viewers found the whiteboard animation 33% more entertaining than the talking-head version.

Stacked paper or cardboard in a cylindrical shape with a warning triangle containing an exclamation mark above it.

66%

More Shareable

The biggest surprise? People were 66% more likely to share the whiteboard animation.

Open book displaying bar graphs comparing video content sharing patterns between men and women, highlighting women are more likely to share interesting, entertaining, and informative videos, and that whiteboard animation videos are especially shared by women.

Open book showing bar graphs and statistics comparing talking head group and whiteboard group, highlighting increased information retention, entertainment, and shareability with whiteboard animation.

Dive Deeper into the Data

Open book with infographic and bar graph about whiteboard animation data, showing percentages for memorable, entertaining, shareable content, and gender distribution, with pink and black color scheme.

Download The Ebook

Insights From Thought Leaders

Black and white photo of a man in formal attire, wearing a suit jacket and white shirt, against a plain background.

As Matthew Taylor, former Chief Executive of the RSA, noted:

“The power of visual storytelling lies in its ability to distill complex ideas into accessible and engaging narratives.”

This is precisely what whiteboard animation achieves—breaking down intricate subjects into something digestible and shareable.

Black and white portrait of an elderly man with a mustache, wearing a suit jacket, dress shirt, and pocket square, smiling slightly.

Similarly, Jeremy Rifkin, renowned economic and social theorist, reflected on the broader implications of this technique:

“We are moving towards a world where visual literacy is just as crucial as traditional literacy. Whiteboard animation is at the forefront of this transition.”

Black and white portrait of an elderly man with grey hair and beard, wearing a checkered patterned vest over a collared shirt, with a lapel microphone clipped to the shirt.

David Harvey, an influential political economist, further added,

“Narratives shape our understanding
of the world. When paired with visuals, these narratives become even more powerful, allowing people to grasp complex economic and social ideas faster.”

Black and white portrait of a woman with short, wavy dark hair, wearing a dark top and a necklace, looking confident against a plain background.

Another comment from author and economist, Kate Raworth, on how whiteboard animation can enhance a message:

“So when we’re hearing someone’s words and seeing the actual implicit pictures that they’re speaking to, whether or not they realise they were, it makes their words so much more memorable and playful and witty—it’s irresistible.”

Get in touch with our team of experts to explore how our visual thinking could help you!

We Can Show You How

Reflecting On The Study

A man with glasses and a beard sitting on a sofa in a richly decorated room filled with artworks, photographs, books, and eclectic decor.

Richard Wiseman noted: “One of the most fascinating aspects was watching people’s responses in real-time. The moment they saw an abstract idea brought to life visually, you could almost see the lightbulb.”

He emphasised that whiteboard animations trigger curiosity and engagement far more than static presentations. When discussing the study design, Richard recalled: “We knew we had something unique when we compared the two formats. The whiteboard animation didn’t just engage people, it created a sense of anticipation. They weren’t just passive viewers; they were actively trying to predict what would be drawn next.”

Another key aspect was humour. “Laughter is a powerful tool in learning,” Richard pointed out. “Some of the most effective RSA Animate videos use humour to cement an idea. People remember things that make them laugh, whiteboard animations play directly into that.”

This aligns with our experience creating these animations. As Andrew Park explained: “When I was designing the RSA Animates, I wasn’t just trying to illustrate the talks. I was trying to understand them for myself. That process of breaking things down visually, making connections, adding humour. It turned out to be the secret sauce that made them so engaging.”

The Digital Landscape
and Whiteboard Animation

Since our original research, the digital world has changed dramatically. Social media is now driven by fast, shareable content. TikTok, YouTube Shorts, and Instagram Reels all favour short, engaging videos, exactly the kind of content whiteboard animation excels at.

Working with Richard Wiseman reinforced what we instinctively knew but had never proven scientifically: whiteboard animation isn’t just visually appealing—it’s an incredibly effective communication tool.

It makes ideas stick, engages audiences, and encourages sharing in ways that traditional formats struggle to match. We continue to apply these findings in our work, refining our approach to visual storytelling and exploring new ways to use animation to educate, inspire, and connect with audiences.

Whether it’s psychology, business, or education, whiteboard animation remains one of the most powerful tools for making complex ideas accessible.

“The challenge isn’t just to capture attention; it’s to make an idea memorable and meaningful. And that’s exactly what whiteboard animation does.”

In Richard’s Words

Unlock the Secrets
of Unforgettable Visual Stories