The impact of 2D and web animations in digital brand presence: How moving images and interactivity take your communication to a new level

Static content is no longer sufficient to reach target groups in the long term. Attention spans are short and digital competition is intense. Brands that want to stand out and be remembered need content that moves — in two ways Senses: visual, emotional, and interactive.

This is where 2D animations and motion graphics come into play. They make brands tangible, tell stories with emotion and reinforce the impact of every digital communication. At the same time, they ensure greater visibility on websites because they are more eye-catching and convey messages without users having to scroll. Used as web animations, they can be designed interactively — this allows people to stay on a page longer because they are actively involved and interact with the brand in a playful way. In this article, we show how 2D animation, brand storytelling, and animation marketing work together to create brand loyalty — and why investing in brand animation pays off.

Why 2D animation is so effective in marketing

2D animations are not just a visual gimmick, but a strategic tool. They bring movement to content that would otherwise remain static, thus increasing attention, time spent and memorable value.

Key benefits of motion graphics:

• Attract attention: Moving images stand out in content overload. Animations make it possible to convey information step by step instead of condensing it into a single area. As a result, the message remains clear, precise and easier to grasp.
  
• Simplify complex things: Animation makes content understandable. With the use of smart animations, complex topics can be visually broken down and thus brought to the point. Together with our customers, we develop the best possible method to make abstract content clear and comprehensible — so that every statement makes sense and has an effect.
• Strengthen emotions: colors, movement, rhythm work subconsciously.
  
• Sharpen brand identity: Your own animation style becomes a recognizable brand asset.
  

The power of animations is particularly evident in the social media environment: Animated videos generate significantly higher engagement rates than static content. At the same time, they are versatile — from ads to website headers to presentations.

Animation as an amplifier for brand storytelling

Brands tell stories to create closeness and trust. But storytelling only has its full effect when it is presented visually. 2D animation provides the perfect setting for this.

• Strengthen narratives: Animation supports storytelling. Instead of relying on character animation, we use supporting animations that subtly convey brand values and reinforce digital experiences. Whether as background or passive animation, they make content more vivid without distracting from the core message. Scrollytelling animations, which are triggered when scrolling and thus enable interactive storytelling, are particularly effective. In this way, a narrative is created that actively engages users and engages them for longer.
  
• Use visual metaphors: Complex messages can be translated emotionally through images and symbols.
  
• Combine sound & movement: Music, sound design, and animation create a multi-sensory experience.
  

The result: brand messages are not only understood, but felt. That is exactly what animation marketing to a success factor.

Brand loyalty through animated storytelling

Brand animation has a lasting effect. It anchors brand values in memory and builds emotional ties — a decisive factor for customer loyalty.

• Dynamism creates closeness: Moving images appear more personal and lively than static design. It also grabs attention and can control it
  
• Storytelling creates return: A good animated story invites users to stay longer and come back again.
  
• Style as a recognition feature: A clearly defined animation style becomes an integral part of the brand identity.
  

This is how a brand is created by 2D animations Not only more visible, but also more tangible.

Practical examples from our work

Lenz & Gomez

Lenz & Gomez was about emotionalizing a brand with a strong personality. With a 2D animation that combined clear colors, movement and typographic elements, we made their brand values tangible. In addition, we used minimal character animations, which were triggered interactively by mouse movements. Through graphically animated lines that become visible when scrolling, a simple scrollytelling was created that reflects the friendly character of the brand. The animation served not only as a campaign video, but also as a consistent branding element on social media and on the website.

Outcome: more brand recognition and noticeably higher engagement rates.

Strategic added value for CMOs

For decision makers in marketing, the question is clear: Is the investment in 2D animation worthwhile? The answer: Yes — for a number of reasons.

• Higher range: Animated content is proven to perform better on social media.
  
• Stronger commitment: Users interact longer and more intensively with moving content.
  
• Brand loyalty: Animation makes brand values tangible and strengthens emotional ties.
  
• Consistent brand world: A defined animation style becomes an integral part of the brand presence.
  
• Versatility: Animations work across channels — websites, ads, events, presentations.
  

For CMOs, this means: animation marketing is an investment in visibility, emotion and brand value.