4 Essential Tips for Creating Engaging 2D and 3D Animations


Introduction


Animation has always had a unique ability to simplify complexity, spark emotion, and capture imagination. Whether it’s 2D character animation or a sleek 3D product visualization, great animation doesn’t just communicate—it connects. That’s why animation has become such a powerful asset in marketing and storytelling.


I’ve used both 2D and 3D animation techniques in projects ranging from animated explainers to cinematic brand stingers. Whether we’re visualizing data, launching a new product, or creating a stylized brand film, the principles remain the same: clarity, storytelling, and visual craft.


If you’re starting to build your animation strategy—or refining an existing one—here are four essential tips I lean on to create animations that resonate and perform.


1. Master the 12 Principles of Animation
First introduced by Disney legends Frank Thomas and Ollie Johnston, the 12 Principles of Animation are foundational—whether you’re working in 2D, 3D, or motion design.


Some of my most successful branded animations owe their clarity and charm to these techniques:

* Squash and Stretch gives movement its bounce and believability.
* Anticipation builds tension before an action.
* Staging guides the viewer’s eye so they focus on what matters.
* Pose-to-Pose vs. Straight Ahead helps with both structure and spontaneity.
* Follow Through and Overlapping Action bring naturalism to motion.
* Timing and Slow In/Out let you control emotion and rhythm.
* Arcs, Secondary Action, and Exaggeration add life.
* Solid Drawing and Appeal make your characters and scenes memorable.


Even in corporate work, like a data visualization animation for a B2B product, these principles help avoid mechanical-looking motion and instead create something viewers feel.


2. Develop a Compelling Story or Concept
Beautiful animation doesn’t matter if the story falls flat. I always begin by clarifying the message before I touch a single frame.


Some key steps:

* Define your objective: What's the core takeaway? What do you want your audience to remember or feel?
* Understand your audience: Whether I’m creating a playful lifestyle spot or a high-level tech explainer, knowing who I’m speaking to shapes everything.
* Design for emotion: Whether it’s humor, empathy, or awe, animation gives you license to go further than live action—use it.
* Create relatable characters: Even in abstract explainer videos, motion can create a sense of personality and purpose.


In branded storytelling, I often find it’s not the visuals alone—but the narrative rhythm and clarity—that win the audience’s trust.


3. Harness the Power of Color Theory
Color is one of the most powerful emotional drivers in animation.


Here’s how I use it strategically:

* Palette Planning: I usually define a primary and secondary palette tied to brand guidelines—but I’ll push or stretch the spectrum when needed to drive mood or focus.
* Contrast for clarity: In scenes with a lot of motion or detail, smart contrast can keep the viewer focused on the message.
* Color for emotion: Warm tones for energy and friendliness. Cool tones for precision and calm. For one fintech brand, we intentionally shifted the color language mid-animation to mirror a customer transformation arc.
* Color consistency across platforms: When you’re designing for campaigns that stretch across YouTube, social, and web, make sure the palette holds up in every format.

Color is more than just aesthetics—it’s narrative, hierarchy, and emotional intelligence wrapped into one.



4. Balance Simplicity and Detail
One of the most important skills in animation is knowing what to leave out.


Here’s how I think about it:

* Keep the focus clear: Every scene should answer one question: “What’s the viewer supposed to look at or learn right now?”
* Minimize background noise: Unless the environment is part of the storytelling, I keep backgrounds simplified to avoid distraction.
* Use scale and motion contrast to guide the eye: Animation lets us choreograph attention in ways live-action can’t. Use it.
* Don’t overdesign characters: Some of my most effective animated characters have been the most visually minimal—clear shapes, expressive movement, and readable silhouettes win every time.

I often remind clients: “Just because you can add more detail, doesn’t mean you should.” Elegance and clarity always outperform complexity.


Conclusion


Great 2D and 3D animation is a blend of narrative strategy, design fundamentals, and technical craft. When done right, it’s not just visually impressive—it’s emotionally resonant and strategically powerful.


By mastering animation principles, building strong concepts, leveraging color intentionally, and simplifying your design where it counts, you can create animations that not only engage—but endure.
Whether you’re building a brand, explaining a product, or telling a story that needs to stick, animation is one of the most versatile tools at your disposal.


And if you’re looking to collaborate with someone who’s walked that creative path across industries and formats—I’d love to help bring your animation project to life.