How to create multiple animations to present data in an impactful way
What is an Automated Animation?
Basically it’s an animation for data visualization. The animation updates as and when data changes. This is done through a template which is designed and custom made. The idea behind the concept is for companies to be able to generate animations to present data quickly and cost-effectively.
At the onboarding stage a bespoke library of animated assets is created for individual clients that mirror their branding, matches their ‘tone of voice’ and reflects their companies’ core values and culture. They are based on agreed ‘scenes’ which will remain the same, for example, this could be the number of ‘likes’ for a social media campaign, ‘NPS scores’, ‘customer satisfaction scores’.
This library is then linked to a spreadsheet which is set up around the agreed ‘scenes’. Data is then inputted for each one and linked to the animated assets. As the data changes, the animation for data visualization does as well, pulling in the relevant visuals for that specific data.
Once this onboarding stage is set up, assuming the same ‘scenes’ each time, then all companies need to do is change the data and outcomes a new animation.
Examples of how to use automated animations are here below:
1) A leading broadcaster reporting on multiple markets’ viewing data. It helped them win an industry award.
“Vox Pops were an integral part of our communication messaging. They were able to help us transform a complicated multi-country dataset into a coherent, beautifully animated final product that conveyed the crucial key messages of the data across our entire business internationally. We have never had so much positive feedback from our stakeholders!”
2) Another global consultancy firm used automated animations to present their findings on top brands across the world, with individual animations for each country. This is now in its second year.
3) A UK government department used automated animations to share and communicate its digital marketing results on a monthly basis.
4) A British catering firm used automated animations to visualise the data from its ongoing NPS survey.
5) A leading international bank is creating an automated animation to present data around sales and marketing.
Why is it important to use data?
This blog is about automated animation for data visualization and it’s benefits. It’s important however to consider why organisations need data in the first place.
“The best-run companies are data-driven, and this skill sets businesses apart from their competition.” – Tomasz Tunguz
All businesses are collecting and using data, be it customer, market, financial, marketing or HR. Using this data helps to find new customers, increase customer retention, improve customer service, manage marketing efforts better, track social media interaction, predict trends, improve internal and external communication. Data helps solve problems, understand performance, improve processes, understand consumers and shines a light on morale within an organisation.
While there are many influences when making a decision–what’s happening in the company, global news, your gut–there is nothing as persuasive as having hard data to back you up. That’s profit-increasing power you can’t afford to pass up.
So without data, you are losing competitive advantage.
Why you should present data in a visual way?
Data by its very nature needs to be created and communicated quickly. It needs to get cut-through, create an impact and generate action.
Presenting slide after slide of charts is not enough. It doesn’t generate that human emotional connection, it’s not memorable.
This is why there has been such a rise in animation for data visualization. There is a lot of evidence that using visual techniques helps to do the following:
- Makes information memorable – visuals stick in long term memory when concepts are paired with meaningful images. Visuals help people make sense out of the content and direct attention. One study has found that after 3 days, a user retained only 10-20 percent of written or spoken information but almost 65% of visual information.
- Transmits messages faster – according to the Visual Teaching Alliance, the brain can see images that last for just 13 milliseconds. Our eyes can register 36000 visual messages per hour, 90% of information transmitted to the brain is visual, visuals are processed 60,000x faster in the brain than text. 40% of nerve fibres are linked to the retina.
- Improves understanding – visuals cause a faster and stronger reaction than words. They help users engage with the content and such emotional reactions influence information retention
There are many ways to present data visually, the most popular ones being indicators, line charts, column charts, bar charts, pie charts, area charts, pivot table, scatter charts, scatter map, treemaps.
Why use animation over static images
Animation has benefits over static images. It is dynamic, it humanises key insights thereby generating emotional connections. Animations combine moving visuals, simplified text, sounds to create an engaging and memorable viewing experience
Animations realise the impossible, are good for summarising, and a great visualisation tool. For more information about animations read this blog: Harness the power of animation
How do you produce an animation?
There are different types of animations including 2D and 3D. Companies might choose stock footage or to commission their own bespoke ones.
Here is a showreel of animation examples https://vimeo.com/400175217
There needs to be consideration around the tone of voice, branding, colours, message, scripting and style in general. Importantly an animation needs to reflect an organisation’s image and its values. Messages need to be clear and the objectives defined.
For automated animations, companies need to think about the data they are conveying as the style could differ, for example, financial reporting will have a different feel for presenting advertising results. The types of data need to be decided on at the very start for use in animation for data visualization.
Examples of data to animate
The amount of data an organisation generates encompasses marketing, employee performance, customer service, customer experience, financial performance, sales and logistics. Sharing key findings from this data will help companies improve their workplaces, products/services, marketing, advertising and processes.
Some of this data is recurring, be it daily, weekly, monthly or quarterly.
To find out more about how to animate your data and present your findings in an engaging way please get in touch. We have a concept, design and animation studio and look forward to discussing your project with you.
Contact us now to get started