The days of static web pages, emails and designs are behind us, and with interactivity and animation rapidly gaining momentum over the past few years, it’s safe to say immersive content is here to stay. Offering up richer experiences for customers and users, interactive designs are proving much more effective and engaging, and creative businesses have been quick to adopt the trend and make it their own. So what kind of interactive, animated content have they been creating and how could it affect business and generate better marketing results?
Due to the fundamentals of human psychology and visual perception, ensuring the effectiveness of your visual communications is key – that’s why usability and accessibility are so important to any digital or online experience. Linear, easy to use interfaces, intelligent personalisation and specialisation should be your top priorities when it comes to UX (user experience), and in 2018, interactivity and animation have an essential role in all of that.
As a form of interactive storytelling, these mediums have proved successful with customers and are now an integral part of marketing engagement. Reportedly, 88% of online customers are less likely to revisit a website if they’ve had a bad experience, while 75% of judgments about website credibility centre on a site’s aesthetics. To top that off, a massive 94% of first impressions are based on design, showing just how important it is to create engaging content that offers something unique and different, with interactivity being the key hook to keeping customers engaged with whatever your company is offering.
Mobile-optimised websites are another facet of interactivity that’s taken hold in recent years. In 2016, smartphones and tablets overtook desktop to become the population’s browsing device of choice. Desktop’s portion of browsing traffic dwindled to 48.7%, while mobile web browsing’s share of the action had risen consistently since 2009. That meant that developers, marketers and eCommerce giants had to respond accordingly – they started to create sites that were just as easy to navigate on mobile as they were on desktop, if not easier. Featuring stripped back, minimalist designs, mobile-friendly sites are seen as nigh-on essential these days, making it even easier for customers to interact with their favourite brands online while engaging with products and content. Likewise, responsive design has even helped revolutionise desktop browsing. These days, websites typically respond to the size of the window they’re being viewed in, and react and resize depending on how the user manipulates them. In the coming years, designers will have to accommodate newer mediums such as AR (augmented reality) and VR (virtual reality), which demand deeper interactivity for users.
But what do actual creatives think to these new interactivity standards and the inclusion of animation in design? We asked our resident Web Designer, Jamie, for his thoughts – “With mobile phones and tablets becoming today’s primary devices for browsing, I think responsiveness is key to giving equal experience to a user, regardless of screen size. And if you want to capture a user’s attention, animation and interactivity are great tools that draw on the curiosity and playfulness of a person’s mind.” Our Graphic Designer, Videographer and Animator, Simon, added “The presence of motion graphics on a web page or email immediately draws a user’s attention and provides an extra level of engagement. Animated GIFs or longer animated videos embedded in the page can also help get an idea across more clearly than a still illustration or icon in some situations.”
How can interactive designs and animation benefit business?
A number of industry marketing studies suggest that brands which utilise animation and interactivity (and have paid particular attention to UX design in general) will see the results. According to one study, one in three people will abandon a purchase if they can’t find the correct information, suggesting an interactive site that responds to a user’s needs and displays information more clearly would retain their custom. Similarly, visit-to-lead conversions have shown to be as much as 400% higher on websites with a better UX design, while a more user-friendly UI (user interface) has raised conversion rates by 200% in some cases. It’s also worth noting that 97% of business customers consider usability to be the most essential component of mobile apps, something that interactivity and strategically placed animation could help companies take advantage of.
If you’re more concerned with email design, polls have routinely ranked interactive emails as the number one email marketing trend. Interactive emails can consist of a news story feed, polls, navigation bars and tabs, feedback functionality and more. In 2015, Ticketmaster trialled an interactive email containing a poll. It let recipients vote for the best music video of the year, best female video, best male video and best rock video, all without clicking away from the email – and it paid off! On top of better than average click-through and engagement rates, the email received 182% more opens than standard email communications. Some companies have even gone so far as to include the ability to place orders within an email, and while few have perfected it, it’s led to an uptick in sales within these communications.
Want to get started?
Thankfully, there are plenty of tools out there to help you bring animation and interactive design in-house. A designer’s first port of call should always be Mac, which is ideal for any creative looking to immerse themselves in animation. Built with enough processing and graphical power to handle intensive animation generation, Apple hardware is perfectly suited to the requirements of modern creative workflows. If you want the best of the best, the brand new iMac Pro is fully equipped to take on 3D animation, which’ll really put you ahead of the competition!
Adobe Creative Cloud, which includes everything you could need to get started (as well as tutorials to lend a hand along the way), is essential if you want to achieve the industry-standard and remain competitive. Popular Adobe apps for animation include After Effects, Animate, Illustrator, Photoshop and new Character Animator. Simon thinks highly of Creative Cloud’s powerful tools, too – “Motion graphics are increasingly simple to produce within Adobe Creative Cloud. The timeline window in Photoshop is great for compiling short sequences, while After Effects has every tool you could ever need to produce longer, more complex animations.” You can find out more about Creative Cloud here, including features, applications, benefits for your studio, and price plans.