Animations brings out all the nuances of the product

30.8.2024

Technical 3D animations have the ability to illustrate products and their technical features. The product's value proposition and benefits can be smoothly embedded into the animation in a visually impressive way – a sales tool couldn’t be more compelling than this.

Technical product animations are a brilliant solution for both product sales and marketing

Why? Because they can convincingly highlight the concrete customer benefits of products. Additionally, product arguments can be supported by visualizing the technical features of the products and, in the best case, even by showcasing the achieved results.

Compelling visual communication

Animations can appeal to viewers by addressing target group or industry-specific problems. There may well be a significant need or a challenging issue that the product featured in the animation can solve. Previously created solutions can also be highlighted through reference examples.

I argue that animations embody all the best nuances of storytelling, allowing viewers to relate to the product’s ability to solve their challenges or to reinforce the fulfillment of their visions.

The cornerstones of animation production

At Buorre, we have been producing animations for nearly a decade, and along the way, we've learned... quite a bit. Right off the bat, I must also mention that each animation project is unique, depending on the product, company, number of project team members, and the objectives of the animation. There’s no one-size-fits-all animation production.

However, all of our successfully completed technical animation projects share two things in common: 1. the importance of initial brainstorming and 2. incorporating moving images into the production as early as possible.

A dynamic start

When the initial discussion between the client and the animation team is comprehensive enough, the project progresses smoothly to completion. The initial discussion usually involves four stages.

First, I recommend aligning on who will ultimately use the animation and for what purpose. At this stage, detail is everyone’s friend: it's worth creating a precise plan for which company and department the content is being created for. Defining business and geographical boundaries clarifies the process!

Next, you can move on to defining the target audience at the individual level. For the customer target group, it’s worth considering whether, in the end, executives, buyers, or experts will be watching the animation and who ultimately makes purchasing decisions regarding different products and services.

In the early stages of technical animation production, the final step is to clarify purchase criteria and desired customer promises.‍

Set the moving image in motion

The sooner you can get the animation content into a moving format during the project, the faster and better the project will progress. If you don’t have a vivid imagination, it may be difficult to visualize a moving format in your head from written or collage images created for the project.

Similarly, ensuring that the animation has a logical sequence, with details of the content finely tuned and the right wording, is easier by watching the moving animation. Even if the product visualization or graphic design is not close to being finished at this stage, the team working on the project can much more effectively identify missing elements or adjust the order of parts.

Also, how the animation engages its viewers becomes clearer when the content is heard and seen as a story in 3D visualization, that is, as moving images and sound.

Finalize your sales with compelling storytelling

The end result of a successful production is a visually impactful animation. As a sales tool, a high-quality technical animation is unbeatable. Sales professionals will surely relate to this: explaining your product’s message and customer benefits to the client in your own words, in a way they understand, is not always a walk in the park.

Another challenge, especially with technical products, is how to describe the superiority of certain technical features without demonstrating the product. Unfortunately, you can’t always bring a multi-hundred-kilogram industrial motor or a selection of floor drains and water traps on a sales call.

With animation, a salesperson has the opportunity to take virtual products along and present the product’s technical innovations through 3D visualizations. These make it easy to present things quickly and without the limitations of other forms of communication – in animations, the only limit is imagination, and at Buorre, not even that.

Shall we bring your product’s story to life through animation? Book a 15-minute slot in my calendar, and let's discuss your wishes! ‍You can also send a message to kaj.parkka@buorre.fi or call 044 2152211.‍

Juha Valkama

juha.valkama@buorre.fi

Jatka katsomista

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