Animation versus illustration: which is more effective [based on research]

Walt Disney said:

Animation can represent anything the human mind can imagine. This ability makes it the most versatile and direct form of communication. At the same time, it is created to be appreciated by mass audiences.”[1]

Although this quote comes from one of the most famous creators of cartoons, there is not a shred of fiction in it. Why are animations so effective and how can they be used in business?

Science provides the answer. Research clearly shows that the right combination of image and text allows people to understand and remember more. 

However, it turns out that an even better effect can be achieved by using animation.

Not always, of course.

How best to instruct someone when printing a file, or when disassembling a machine gun? When, during a presentation on health and safety rules in a company, should animation be used, and when should illustrations? We will answer these questions below.

1. Animations teach more effectively than illustrations

This topic was considered by two researchers, Tim N. Höffler and Detlev Leutner. In 2007, they went through 26 studies comparing understanding and remembering information conveyed through images and animations and created a meta-analysis.

They wanted to see if animations were more effective than static images. This is important because millions of people learn new things every day. When you explain new procedures to employees, you want them to understand it.

This sparked the curiosity of Tim N. Höffler and Detlev Leutner. They faced quite a challenge. No scientists before them had ever conducted such a study before. It was a huge undertaking that required careful and time-consuming statistical analysis.

The results confirmed their hypothesis – animations performed better than static images.

In 27.5% of the cases, the researchers showed a statistically significant advantage for animation, and only in 2.5% of the cases did they show a significant advantage for the image.

In the remaining comparisons, the difference was less pronounced, but still the videos performed better than the images in 71% of the cases.[2]

Although animation is more time-consuming to produce than illustrations, research shows that it is more effective at communicating and explaining complex procedures and instructions, such as health and safety.

So if 710 of 1,000 employees will understand your message it is worth considering using animation.

Comparing the effectiveness of animations and static images (Höffler and Leutner)

2. Animations should convey information

The study also showed that the role played by the footage is of great importance in the effectiveness of learning.

If the animation has a didactic function, it performs much better than a static image in most cases. If it is decorative, that is, just a nice addition to the presentation, it performs as well or worse than an image with the same function.

Which form works better depends on various factors, and Höffler and Leutner considered several criteria:

  1. role of the animation (whether it is supposed to teach something, such as how to create a PowerPoint presentation, or whether it plays a decorative role, so it is just a nice addition);
  2. type of knowledge conveyed (whether the information can help solve a problem; whether it is declarative, i.e. concerns facts; or whether it describes a process);
  3. type of material (video or computer animation);
  4. level of realism;
  5. text content or lack thereof;
  6. additional cues in the images (e.g., arrows)
  7. field of knowledge (e.g., mathematics or biology).[2]

Animations with a decorative function distract the audience with interesting but unimportant details and draw attention away from the actual material, Höffler and colleagues wrote in the 2013 paper “Static and dynamic visual representations.”[3]

If you use it to convey knowledge to the audience, to visualize what you are talking about, then it will significantly increase the value of your presentation.

If you are instructing employees on new health and safety procedures in the company, and in the background you play an animation showing people walking down the street in masks, it may distract them and they will remember little of the training.

On the other hand, if you show employees an animation in which the new company procedures are shown step by step, they are more likely to remember it and implement the steps more effectively.

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3. Animations are more effective in explaining procedures

Höffler and Leutner also examined animations in terms of the type of knowledge they convey.

The first type is declarative knowledge – it concerns facts that we can assimilate.

The second is for problem solving.

The third is called procedural/motor knowledge – it helps the viewer understand procedures and processes, or “how” something is done.

When you listen to instructions on how you should properly prepare and print a document, fix a computer, or process an order, you are using this very knowledge. And it turns out that this is where animations can be most helpful.[2]

If the presentation contains a series of static images, we have to combine them in our head into a logical whole. With simple issues we have no problem with it and do it unconsciously.

For example, imagine three pictures.

In the first, a man is standing in front of a printer, in the second he is pressing a button, in the third he is holding a document in his hand and looking at it. We can easily recreate this scene in our imagination. We don’t need animations to know that the man has just printed something and is looking at it.

The challenge begins when we explain more complicated issues.

In 1973, Spangenberg conducted an experiment on this topic. He asked subjects to disassemble a machine gun.

He divided them into two groups: one group was showed a recording, the other group frames from the recording, or static images.

The participants had no experience in disassembling weapons, so they needed clear guidance on how to do it.

The results of the study left no doubt that animations were more effective in this instance. The group that saw the instructions in the form of a video performed much better – the respondents remembered more and were able to apply the knowledge in practice.[4]

Relating this to our presentation on health and safety procedures: if we are explaining to a team how to wash their hands, an illustation will be sufficient. It is not such a complicated procedure that the audience will not connect the illustrations into a logical whole on their own.

However, if you want to take them through a more complicated or multi-step process, such as a new way of using equipment in the plant, you may find that an animation works best.

A comparison of the effectiveness of animations and images in following complex instructions,
e.g., instructions for disassembling a machine gun (Spangenberg)

  • Why do companies like Intel, SHARP and Herbalife choose our animation studio?

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Why is this the case? According to Lewalter, another researcher exploring this question, animation provides the viewer with a ready-made mental representation of movement. It takes over the role of the imagination and relieves the burden on the mind.[5]

In short, if we see something on the screen, we don’t have to imagine it. This doesn’t matter much when printing a file, because we can easily fill in the missing “frames” in our head.

In the case of disassembling a machine gun, showing only images can lead to misinterpretation. That’s why in Spangenberg’s experiment, video proved more effective.

If we want to convey to employees how to use a printer, static images should work.

If we are explaining to employees the stages of implementing changes in the company or to a client about how to use our software, we will get better results using animation than still images.

Misunderstandings will be avoided and the presentation will be more accessible for the recipient.

See how Bank Millennium used animation to educate on procedures and standards: a case study.

4. Illustrations explain simple procedures better

Researchers Michas and Berry were not as optimistic about animation as their predecessors. Many questions were still unanswered. Above all, the researchers wanted to know whether instructions should always go hand-in-hand with animations.

In 2000, they investigated this using the example of banding instructions. They conducted two experiments. In the first, they presented the teaching material as:

  1. text;
  2. illustration;
  3. text and illustration;
  4. video with narration;
  5. some frames from the video.

The subjects were given the same amount of time, about 4 minutes, to read the content. Participants then completed the same test. The best results were obtained by two groups: the group that was given the text with an illustration and the group that watched the video with a narration.

In the second experiment, the researchers decided to test the effectiveness of messages that suggested movement. This time they showed the subjects:

  1. simple line illustration;
  2. the same illustation with arrows suggesting the direction of movement;
  3. illustation with text describing its content;
  4. illustation with text describing its content and outlining the steps of banding – so the text filled in the missing “frames”;
  5. illustation with arrows and text describing the stages of banding.

The best results were obtained by groups 3 and 5, those who received illustations with descriptions or illustations with arrows along with text about the stages of banding.[6]

The researchers proved that animations are not always necessary and are not always the golden means to reach the audience.

If the message is not complicated, sometimes it is enough to choose appropriate images and mark the movement, for example with arrows.

This study confirms previous conclusions. If you want to explain simple procedures to employees or customers, such as how to print files, you don’t need animations for that -as with the instructions for assembling IKEA furniture.

What’s more, it can only introduce unnecessary chaos and reduce the effectiveness of the presentation. Sometimes illustrations are enough.

In studies testing the effectiveness of messages suggesting movement
instructions with illustations and text were the most effective
than instructions with arrows and text (Michas and Berry)

5. Animation versus realistic video

Video and animation are different – one is realistic and the other is not realistic. This became one of the criteria taken into account by Höffler and Leutner during their analysis.

The researchers wanted to see if realism affects how much people remember and how people perceive the material.

Unfortunately, they were not able to come to a clear conclusion.

As already mentioned, animations are much less effective when they play a decorative role. In most of the studies analyzed by Höffler and Leutner, computer animations were just a supplement to the text and did not teach anything.

The opposite was true in studies that used video materials. They conveyed important information and played a didactic role.

The study concluded that it depends on the goal we want to achieve. Realistic recordings can better stimulate the brain to perform certain activities, and therefore can motivate more effectively.

Computer animations, on the other hand, have the advantage of including only the necessary information. They do not distract with excessive details and irrelevant elements.[2]

No one needs to be convinced of the educational role of animation – the previously mentioned Walt Disney is a great example of this. He built an empire, and his cartoons have shaped and continue to shape millions of children. It turns out that they can also teach adults.

In 2018, Robert E. George, an imaginative US judge from the state of Missouri, presided over a case where a hunter had killed about 230 animals, most of them for trophies, in violation of state law.

The judge was moved. He sentenced the poacher to a one-year prison term and to watch the cartoon “Bambi,” the iconic 1942 animation, once a month. The poacher needed to watch the fable about the orphaned deer 12 times.[7]

The judge concluded that Disney fairy tales allow the viewer to absorb important life lessons about relationships with others and about the consequences of our actions.[8]

There is no clear answer as to whether animated or realistic footage is more effective in conveying information. However, there is no doubt that both forms are effective.

Which form you choose to convey your company’s key information is a matter of preference and the goals the video is intended to fulfill.

If you want to find out what form of video to choose, read our text: Product videos—types, prices, advantages and disadvantages (classic film, whiteboard animation, vector animation, and 3D animation)

A person that killed about 230 animals was given an unusual punishment in 2018:
While in prison for one year, he was required to watch the animated film “Bambi” once a month.

  • Why do companies like Intel, SHARP and Herbalife choose our animation studio?

  • How we can help you reach your goals?

Summary

Animation may be the missing link in your presentations.

As Höffler and Leutner showed in a meta-analysis of 26 studies, animation should convey some knowledge.

If it is “about nothing”, i.e. it is only a nice background for the speech, it may distract listeners but it is perfect for explaining complicated processes and procedures. It leaves no room for imagination mistakes, as it shows the audience HOW something is being done, step-by-step.

The phrase “complicated processes” is crucial here. As Michas and Berry have shown, in the case of simple instructions, the use of text and a well-chosen image is perfectly adequate. So to reiterate Walt Disney, “animation is the most comprehensive and direct form of communication”.

And communication in business is the key to success. Do you want to show customers how to use your services? Do you want to show your employees how to implement new procedures? Show them as sometimes words aren’t enough.

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Bibliography:

[1] Randi J. Rost, OpenGL Shading Language, 2006

[2] Höffler, Leutner, Instructional animation versus static pictures: A meta-analysis w: Learning and Instruction 17, 2007

[3] Höffler, Schmeck, Opfermann, Static and dynamic visual representations: Individual differences in processing w: Learning through visual displays, 2013

[4] Spangenberg, The motion variable in procedural learning w: Communication Review,1973

[5] D.R. Fraser Taylor, Tracey Lauriault, Cybercartography: Theory and Practice, 2005

[6] D.C. Berry, I.C. Michas,  Learning a Procedural Task: Effectiveness of Multimedia Presentations w: Applied Cognitive Psychology, 2000

[7] Missouri poacher ordered to repeatedly watch Disney movie ‘Bambi’: https://eu.elpasotimes.com/story/news/2018/12/17/missouri-poacher-ordered-judge-watch-disneys-bambi-repeatedly/2339713002/

[8] Watch ‘Bambi’ Monthly in Jail, Judge Orders Man in Deer Poaching Case: https://www.nytimes.com/2018/12/18/us/deer-hunting-bambi-sentence.html

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About the author

Oscar Krysik

With over 10 years of experience working with renowned brands such as Lipton, Listerine, and Ben & Jerry’s, I have developed comprehensive communication plans, executed brand launches, and devised effective brand strategies. I am committed to understanding key messages and ensuring they reach the right audience. My experience also includes brand creation, exemplified by the launch of Benji’s Planet, a premium dog food brand. As a brand and marketing consultant, I help businesses craft their brand identity and communicate their value propositions effectively. I regularly update my skills with new certifications and stay abreast of marketing trends to ensure my strategies are cutting-edge. Outside of work, I am passionate about design, graphic arts, and enjoy bouldering in my free time. Contact me for expert brand and marketing consultation.

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Well-crafted animation can help in many elements of business. Most often, it supports companies in acquiring leads, training employees, presenting a product or service to customers, implementing procedures, or increasing conversions. Since you've already invested in...

How to sell when your product is not much different from the competition?

"If there is no difference, there is only indifference" said Louis Nizer Customers may think the same when your products are not much different from the competition. Of course you can lower the price but this may start a price war. Thousands of companies have faced a...

Vegan food market in Poland

Imagine that you go to Facebook and there are pictures of sausages, kabanos to be exact, everywhere. They are posted by your friends, the fan pages you like, and strangers on groups you belong to. Sounds like science fiction? Meanwhile, it is reality as kabanos are...

Veganism, vegetarianism and marketing: how to advertise and sell vegan products?

Veganism is on the rise. There is no question about it. To give you just a few recent examples... New vegan product a sales hit The first example is the British bakery chain Gregg. I first heard of its existence when it released vegan sausage rolls and I read about it...

How our animation helped the „Wiecej niż LEK” website earn their first 100 000 EUR

About the project:  “Więcej niż LEK” is a Medical Information Portal which is used to run high quality e-learning courses for students and graduates of medical colleges, which prepare them for, among other things, for the Final Medical Examination and the Final...

How to calculate if the explainer video will pay off?

As we wrote earlier in the text about explainer video, the production of such an animation usually costs from 2 000 to 7 000 EUR. How to calculate whether this expense will pay off? And how to estimate the explainer video's possible results?   In this text, we...

7 examples of explainer video, which provided companies with leads and increased sales

Rypple, which provides cloud services, wanted to show that its solution increases the efficiency of managers and employees. The B2B business was showing more and more interest in modern ways of storing data, but the competition was not idle and more and more similar...

Product videos—types, prices, advantages and disadvantages (classic film, whiteboard animation, vector animation, and 3D animation)

Product videos are becoming more and more popular because they help to tell about the product in a few minutes. Thanks to them, the customer does not have to read a wall of text on the website or in the brochure. Sellers also feel relieved because they don't have to...

11 tips and tricks that will make it easier for you to make an explainer video

You want to commission a explainer video production. It is an important project because you need to talk about a strategic initiative, generate more leads, or implement a new procedure. You gave the company a general idea and...wait until they hit your vision? This is...

Our Team

Claudia Together with the late Michael (my fiancé at the time), I am a co-founder of ExplainVisually. At the beginning of the company's existence, I was a creative 3-in-1: I wrote scripts, storyboards, and drew films. This was the case with the first 84 films, but in...

The cooperation between TESCO and ExplainVisually has been extended to the Czech Republic and Slovakia

The shelves of supermarkets bend under the food. But what happens to food that is not bought? The last project in cooperation with TESCO brought us the answer to this question. We got a call from Gosia Tokarz, who asked us if we can prepare 7 by 2 meters infographics...

How did Millenium Bank educate its employees on standards of customer service? [Case Study]

About the company: Millenium Bank – one of the main banks in Poland, part of Banco Commercial Portuges. Department: Department of Quality–responsible for providing equal and high level of customer and sales service in the bank’s facilities.   Problem: Keeping the...

4 unobvious reasons that make your offer land in the basket

Thank you for the offer, we have decided to cooperate with another supplier;At this point we have suspended the project, we will contact you when we get back to it;Unfortunately, we are not interested. Every salesperson has heard these answers. Often, the reason for...

Our video telling a story about the most creative Polish School

Among dozens of projects that we have carried out this year, the film for the Kornel Makuszyński Elementary School in Radowo Małe is one of our favourites. And not only our favourite: the video scored over 1300 shares on Facebook. Why this project is so important to...

How did Orange tell their employees about the Continuous Improvement? [Case Study]

About the company: Orange – the biggest telecommunication operator in Poland and one of the main companies in the world, made it to the Fortune Global 500 list. Department: Customer Experience, trying to design the ideal customer experience and supporting the...

What is Graphic Recording (and Graphic Facilitation)?

When the lecturer starts his speech on the stage, the atmosphere of concentration fills the lecture hall. It is his name that brought the crowd to this conference. The slides complete his words, and hundreds of people are focused on him and try to remember as much as...

What is whiteboard animation (and how your business can benefit from it)?

Whiteboard animation is becoming more and more popular in business because of the clear and transparent way it provides information. Research shows that it has an advantage over text messages, and often also over static images and ordinary films. That is why it is...

What is explainer video (and how your business can benefit from it)?

  Explainer videos are short movies which explain complicated issues in an easy way. Typically they deliver information about companies, products and services. Today, explainer videos are used by thousands of companies around the world, including the largest...

The curse of knowledge: How it affects managers & marketers

Klątwa wiedzy jest efektem psychologicznym, który w ogromnym stopniu wpływa na naszą pracę oraz życie osobiste. W wielu wypadkach niestety negatywnie. Szczególnie narażone na jego skutki są osoby odpowiedzialne za komunikację w firmie – managerowanie, marketerzy,...

Goodbye to the best boss I’ve ever had

“I heard that you quit your job,” the words echoed in my ears. It was a call from Michał. How on earth did he already know?, I thought. It must have been our Lebanese friend who told him. He was the only person who knew. “Yes, that’s true. The message was being...

Klaudia Tolman of ExplainVisually in the jury of 50 Top Creative list

Klaudia Tolman, our Creative Director, is going to be one of the jurors in the 9th edition of the ranking of 50 Top Creative in Business. The ranking aims to honour companies and people: put their money on innovations and out-of-the-box solutions in their businesses,...

We got the results of the first nationwide research on Visual Thinking

Last year we co-created the very first nationwide research on Visual Thinking. Why did we decide to take part in reliable research on the effectiveness of visual thinking? For years now we have been hearing from our clients, that what we do, works. But it’s one thing...

Maciej Budkowski and Klaudia Tolman to host an “Expert” cycle meeting for Brief.pl

For the last 5 years, we have been building and developing our know-how. During that time we’ve carried out over 200 projects in 19 languages for dozens of corporations, startups and GOs. But never before have we publicly spoken about our agency experiences. This time...

Maciej Budkowski and Klaudia Tolman in the #agencja podcast

Just released, there’s an #agencja podcast featuring our managing team, Klaudia and Maciek. In the podcast we’re telling about our daily work. Link to the podcast –...

ExplainVisually’s film about European Funds submitted to Camerimage

In 2015 we made a film with the Mazovian Unit of EU Programmes Implementation in Warsaw. Its aim was to tell in a simple way how to gain European Funds. The project went very well and many organisations associated with European Funds considered it to set a good...

ExplainVisually’s infographics to support Polish Football Association

Maciek, our Managing Director, has been a huge fan of football for over 20 years and he’s always been dreaming about cooperation with the Polish Football Association. So when they actually called us to say that they needed to explain to football coaches complex...

ExplainVisually a laureate of the competition 50 Most Creative in Polish Business!

We are a laureate of this year’s ranking of 50 Most Creative in Business. 50 Creative is the biggest competition in its field in Poland. The ranking is carried out each year by Brief.pl. Amongst former laureates are CD Project, Brand24, iTaxi, LifeTube, Booksy or...

How to spend money to be happy? Our infographic in “Głos Mordoru” (“Voice of Mordor”)

“Money doesn’t bring happiness” or “You cannot have too much of a good thing”? Turns out, it depends on what you do with it. Those are the conclusions of Elizabeth Dunn and Michael Norton, Professors of British Columbia University and Harvard University. In their book...

Summary 2017

Christmas time has passed, so it’s time for some summary. We can’t describe this year with one word. 2017 was demanding, tragic, developing, successful, sad and joyful. In the period of 12 months we made over 70 films, which means we scored almost 200 total since the...

Our video helped to win 1,000,000$ in a Israeli’s startup competition

A week ago Seegnature, an Israeli InsurTech start-up, used our whiteboard animation during a pitch - presentation to the investors. The stake was high. Pitch is a key moment for a start-up. Several minutes of presentation may determine the company’s future. Especially...

HR Case Study: recruitment video

It was the end of May 2016, when we realized we could not put it off any longer. Everybody took their place, and we started the meeting. “We have to recruit new drawing artists! I can’t do it by myself any longer! We won’t manage when the new projects come…!” Klaudia...

Explainer video production process

Explainer video production process typically takes a few weeks (3-8). The production time depends on the film's duration, its complexity, the flow of works, communication between both parties (or three parties if an Agency also takes part in the discussion), work...