We have short attention spans. A Microsoft study suggested that attention spans have dropped from 12 seconds to just 8 seconds within the last 15 years. For some humbling perspective, the attention span of a goldfish is 9 seconds. It can be hard to compete with all the other shiny objects, but one solution might be video.
Video and animation may be the fastest, most efficient methods to share information. Take movie trailers as an example. Movie studios routinely convey the premise of a 2.5-hour film in as few as 15 or 30 seconds. But videos don’t have to be so short to work. Generally, if you can hook the viewer in the first 30 seconds, the video can be almost any length.
Recently, we experimented with distilling a handful of branding projects for Toys“R”Us into one short animation. This enabled us to convey a large quantity of information—photo styles, illustrations, colors, logos—in just over 90 seconds. It also let us showcase something we could never show in a brand guide or written case study: how the brands could be brought to life through motion.
Toys“R”Us brands in motion.