Scripting animations is one of my favourite work tasks. It’s creative, it’s challenging, and it’s something where I can really see my ideas come to life.

I find that every animator I work with has their own unique style, a different way in which they interpret my original script — and I’m always fascinated to see what they add to the finished product.

Animations are brilliant learning resources; there are few better ways to tap in to the emotions of our learners, to tell a story, or to convey a business’s working culture.

I spent last week scripting a series of animations for a client of mine; this caused me to reflect on how many animations I’ve scripted over the years, and the tips and tricks I’ve picked up along the way to make them powerful and effective.

Here’s a basic overview of my creative process when scripting a new animation:

1. Start with the audio

I always focus on the audio until I’m happy that the key messages are covered, that the tone is right, and that the timing is correct.

This last one can be tricky – most narrators will speak at around 120-150 words a minute; if you’re writing a two minute animation, that equates to around 300 words max. It can be a real challenge to fit everything that’s needed within these limitations.

If there’s simply too much content to be covered, then the time limit or scope of the animation may need to be revised. This is something you should discuss with the client, or your lead if you have one.

Tone of voice is also very important at this stage. Remember that an animation written for a business is an extension of that business’s brand, and should reflect their own style guidelines and character.

I find it helpful to choose a particular person’s voice when scripting audio, and to keep this person’s voice in my head as I write – this might be someone I know, a famous actor, or a newsreader. It’s a great way to maintain a consistent and appropriate tone.

Finally, always read your audio narration aloud at least once, to check that it sounds right!

2. Script the visuals

Next comes the fun part – scripting the animation!

There are many different kinds of animation these days – from computer generated visuals, to whiteboard presentations, to papermations and, most recently, lightboard animations (I scripted one of these the other day).

Of course, you should write animation directions that fit the animation type; if it’s a whiteboard or lightboard animation, for instance, then you’ll be restricted in terms of how many images you can have.

Try to keep the visuals fairly simple and focused on a few key ideas for each paragraph. Cramming too much in is likely to be distracting to the learner, and expensive for your production team. A couple of well-judged animations for each paragraph is fine.

Where possible, choose images which demonstrate and clarify what’s being said in the audio – think of the animation as a moving illustration of what the audio is saying.

3. Maintaining the voice through amends

In most cases, your animation script will need to be reviewed internally and then by the client. I’ve sometimes found that changes made during this review process can damage the flow of the audio, and in some cases, the animation.

In these cases, I try to understand the fundamental change that is being requested, and tweak the precise wording to maintain the rhythm of the audio. I often include notes in the document explaining my rationale behind these edits.

Of course, the final decision is always with the client, but as long as you explain your decisions in terms of quality and appropriateness to the audience, they will usually come around.

4. Do you need an animation?

Have you seen any great examples of animations you’d like to share? Or are you planning on creating some animations for yourself or your business?

Get in touch — I’d love to hear from you!