"We would like an animated video." Behind that request lie very different things: motion design, character animation, 2D, 3D. They do not cost the same, do not take the same time, and above all do not serve the same goals.
Here is how to tell them apart, and how to choose.
Motion design or animation: the difference
Motion design animates graphics: shapes, text, icons, diagrams, interfaces, figures. It is there to explain. It is the language of explainer videos, product presentations, training modules and internal communication.
Character animation tells a story with characters who move, talk and feel. It is there to move people and to embody. It takes more work: every gesture, every expression is drawn and animated.
Many corporate videos mix the two: animated diagrams and text, with a few simple characters standing for the user or the customer.
2D or 3D
2D works flat: illustrations, blocks of colour, shapes. It follows brand guidelines easily, is quicker to produce and simple to edit. It is the most common choice for corporate video.
3D models objects in volume that can be turned and lit. It is ideal to show a physical product from every angle, an industrial part, a building, a mechanism in cross-section. It takes more time: modelling, textures, lighting, rendering.
What each option does well
| Option | Ideal for | Timing and budget |
|---|---|---|
| 2D motion design | Explaining an offer, a process, software, figures | The shortest, the most controlled |
| 2D with characters | Staging a user, a real-life situation | Longer, depending on the number of characters |
| 3D | Showing a physical object, a mechanism, a space | Clearly longer and more expensive |
| Mixed 2D and 3D | A 3D product within a 2D explanation | Depending on the share of 3D |
How to choose
Ask yourself three questions:
- Explain or move? Explaining is motion design. Moving people is rather character animation, or live action.
- Is there a physical object to show? If so, and it must be seen from several angles, 3D is justified. Otherwise, 2D is enough.
- Will the video need to change? A video updated every year, translated into several languages, is better kept in 2D.
In most corporate projects, the answer is 2D motion design, in your brand guidelines.
What we do
Our three formats, the presentation video, the e-learning module and the internal video, are produced in 2D motion design, at a fixed price. 3D, live-action footage or advanced character animation fall outside these formats: we then send a tailored quote within 24 hours. The prices are detailed in our article on motion design video pricing.
In short
Motion design explains, character animation moves, 3D shows objects in volume. For a corporate video that must explain an offer, a process or a change, 2D motion design is almost always the right choice: the fastest, the easiest to update, and the most faithful to your brand guidelines. For the big picture, read our guide to corporate motion design video.
