Animated explainers are often treated as a production task — write a script, design some visuals, add motion.
But the most effective animated explainers don’t start with animation at all. They start with insight. Attention is scarce and tolerance for unclear messaging is low. If an explainer doesn’t quickly communicate value, it fails — regardless of how polished it looks.
Start with the problem, not the format
Before thinking about animation style or length, it’s essential to define the problem the explainer needs to solve.
Ask:
- Who is this for?
- What do they need to understand or decide?
- What’s currently unclear or misunderstood?
- What action should this animation support?
Without clear answers, animation becomes decoration rather than communication.
Define a single, focused message
Strong animated explainers do one thing well.
Trying to communicate everything at once leads to diluted messaging and cognitive overload. The most effective explainers are built around one core idea, supported by a small number of reinforcing points.
If the message can’t be summarised in a single sentence, it isn’t ready for animation.
Turn insight into a clear narrative
Animation works best when it follows a simple narrative structure:
- The context or challenge
- The shift or insight
- The outcome or value
This doesn’t mean storytelling for storytelling’s sake. It means guiding the viewer logically, reducing effort, and building understanding step by step.
A strong script is far more important than visual complexity.
Design with purpose, not style
Visuals should support comprehension, not compete for attention.
Effective animated explainers use:
- Clear visual hierarchy
- Simple, recognisable metaphors
- Consistent motion language
- Restraint in colour and movement
Every design choice should make the message easier to absorb.
Motion as emphasis, not embellishment
Motion should direct attention and reinforce meaning.
Used well, motion:
- Shows relationships between ideas
- Highlights cause and effect
- Controls pacing and focus
Used poorly, and it distracts.
Plan for where the animation will live
An explainer rarely exists in isolation.
Consider:
- Where will it be used (website, sales, social, presentations)?
- Will it need cut-downs or adaptations?
- Does it need to work with sound off?
- How does it align with the wider brand system?
Planning this early ensures the animation works harder and lasts longer.
Insight before motion
The most successful animated explainers feel simple because the thinking behind them is rigorous.
They translate insight into clarity, and clarity into motion.
At Courts, we approach animation as a strategic communication tool. By grounding every explainer in brand understanding and audience insight, we create animated content that doesn’t just look good — it works.