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    9 Cost-Effective Reasons Why 3D Animation Beats Video

    It’s true. 3D animation can actually cut costs. It may be surprising, but 3D animation gives you value and savings that traditional product video simply cannot.

    The benefits of 3D animation go way beyond just saving costs. Many people I talk to don’t realize everything 3D animation can do for their ROI. Check out these 9 FAQs – questions we hear all the time about the cost of 3D product animation vs. traditional video.

    No More Prototypes

    Q1: I need “up close and personal” to show how my product works. Building prototypes for video may be expensive, but isn’t 3D animation even more complex and costly?

    A: 3D animation eliminates the “prototype money pit.” Explaining complex product features is all about highlighting details and inner workings. That’s why video demo shoots can be such a pain. They require extensive prep work – from set building and prop design to construction of prototypes and removable product housing to let the viewer “see through” to internal working parts.

    Let’s face it – building a set or model for a video shoot can drain resources fast – in terms of time, labor and materials.

    Just say no to prototypes. 3D animation lets you easily “drill down” to show a cutaway or cross-section of your product without building an expensive model or prototype. The front panel peels off by itself, nuts and bolts fly away – and voila! – your product’s inner workings are easily and clearly displayed!

    Check out the Whirlpool animation below for an example of clean animated cutaways:

     

    3D animation can help you cut a huge line-item expense out of your next product demonstration budget.
    [Read more…]

    4 Reasons Animation is Superior When Teaching a Process

    Recently, Ruth Clark, a specialist in instructional design and training, challenged the use of animation when teaching a process — for example, how a toilet flushes or how brakes work.

    Clark referenced an experiment comparing animation with still images. The experiment begs the questions:

    • What type of animation was used?
    • How well was that animation designed?

    While Clark claims that animations “risk imposing too much mental load,” we suspect that the research is referring to Flash-based video rather than interactive instructional animation where the user can control the time frame and order in which information is presented. And, of course, the quality of the animation could easily impact the effectiveness.

    Well-designed instructional animations (especially interactive) are effective in demonstrating processes for several reasons: [Read more…]

    QR Codes, After the Sale [Infographic]

    After the Sale: Using QR Codes to Deliver on Product PromisesThere’s a lot of hype around QR codes as one-click sales and marketing tools. And we’ve seen a ton of executions aimed at wooing consumers before the sale – links to promotional content, online reviews, slick branding videos and landing pages.

    But what about after you’ve gotten the customer to fall in love with your product and take it home?

    Here’s where consumers get left in the lurch – feeling frustrated, abandoned and on their own. Confusing printed instruction manuals leave them with questions. User error leads to lack of confidence in the product (and the brand). Improper assembly leads to product damage. And, all of that confusion and frustration leads to customer service calls, complaints and returns.

    Keeping the customer satisfied is as critical as securing the initial sale.

    QR codes that deliver instructional animation help boost customer satisfaction and reduce service incidents and returns. Animation makes “how-to” steps simple and surpasses video in its demonstrative ability. Easy access to guided instructions via QR code and a mobile device, puts help on-hand to squelch customer frustrations the very moment they arise. When done well, QR codes can head off consumer frustration altogether by following through on the promises made before the sale.

    [Read more…]

    The Science of Distraction: Why Your Audience May Be Missing Your Message

    Remember the famous airport scene from the movie “Catch Me If You Can?” Legendary con man Frank Abagnale, Jr. successfully impersonates a PanAm pilot by surrounding himself with a bevy of beautiful would-be flight attendants.

    Incredibly, the master distracter strolls past dozens of police officers and G-Men actively searching for him. In real life, Abagnale executed this trick by hiding in plain sight as his pursuers focused on the lovely ladies and overlooked the criminal they were hunting.

    Intrigued by similar real-life accounts of mass distraction, neuroscientists Stephen L. Macknik and Susana Martinez-Conde launched a thought-provoking study that confirmed what they’d already suspected — that viewers can be so distracted by faces that they miss what’s happening right in front of them. We found these results especially relevant in light of our previous blog post about onscreen talent and the way it can distract viewers when used in instructional videos.

    Shut Your Face

    When Macknik and Martinez-Conde began to explore the distraction phenomenon by studying magicians in Las Vegas, they were particularly interested in understanding how we can be so easily deceived by simple magic tricks— even though we know that magicians are out to trick us. It turns out all the magician has to do is divert our focus a bit.

    So what’s one of the most effective tools in the magician’s bag of tricks?

    His face.

    [Read more…]

    3 Reasons Onscreen Talent is a Bad Idea in Product Demos

    For traditional advertising and marketing, choosing to use onscreen talent or a spokesperson may indeed be spot on. After all, consumers can relate to them, warm up to them and feel motivated to go buy a product simply because of the personality and trust they can evoke.

    But, when it comes to helping customers with complex installation, instructions or in-depth product details, onscreen talent may actually hurt matters.

    Before booking talent for your product videos consider this…

    Myth #1: The best way to demonstrate complex product details is to use onscreen talent or spokespeople.

    Truth: In instructional videos – such as product demos or “how to” tutorials – the use of talent can actually confuse or even frustrate the viewer.

    Why? On any media platform, your talent’s physical presence can block important product details from your consumer’s line of sight.

    [Read more…]