How to Write an Animation Script that Sparkles (Part 2)
In Part 1 we covered the foundations of your script: how to define your goal, clarify your audience and settle on a clear CTA. In addition, we looked at how to hook your audience and couple the voiceover with visual beats.
Here, in Part 2, let’s go deeper. We’ll explore how to ensure your script is strong across sound, pacing, and visuals. These components allow you to elevate your production to another level.
At-a-Glance
Develop a consistent tone of voice
The tone that your production radiates matters even more than the message it disseminates.
Viewers pick up on tone almost instantaneously: a crisp message, delivered in the wrong tone of voice (e.g. too salesy, too jokey, too formal) erodes trust.
When you’re scripting your project, think about the tone of voice your want to convey. Select 2 or 3 ‘key’ tone pillars (e.g. clear, confident, warm) that guide your choice of language. In tandem, decide on some simple style rules (e.g. use simple, but not seamless, to describe your product) and ensure you follow these rigidly.
Something to avoid is the use of unnecessary jargon. Shorthand and abbreviations – understood implicitly by your internal team – are lost entirely on viewers.
Likewise, use sudden tone shifts sparingly; otherwise, you risk alienating your viewers.
Demonstrate your USPs – don’t tell
Irrespective of the purpose of your production: whether it’s a product demonstration, a service explainer, or a training video, there is one golden rule with demonstrating your value.
Show. Don’t tell.
Viewers are not interested in being lectured to; rather, they want to visualise themselves using your product or service. Telling a story is far more effective than listing out a series of benefits, one-by-one.
Let’s look at how we could sketch this in a visual storyboard:
Here, the viewer sees themselves in a virtual avatar. By placing themselves in the situation, they’re able to better mentally visualise the product or service.
Pace for breath: timing, rhythm, and white space
Even if your message is on point and your tone is perfectly aligned with your viewers wants and needs, if the message is rushed, it leaves no time for comprehension.
The famous saying - timing is everything - is particularly apt for animation production. As a rule, any animation script should follow these simple rules:
◼️ Aim for no more than 120 words per 60 seconds of animation (different accents, tones, and styles may of course require some minor adaptation).
◼️ Craft your script in 3-5 second beats (see Part 1 for more on speaking in scenes, not paragraphs) - for particularly dense information, allow an extra second of silence for comprehension.
◼️ Use scene transitions as mental commas, giving the viewer permission to take a breath.
Let's look at another example of a visual storyboard conveying these rules:
In Summary
Putting everything together, what do we need to remember?
First, check the tone of your script.
Do the hook and the CTA couple appropriately, and does your script use a series of beats that naturally lead the viewer towards a better understanding of your product or service?
If they don’t, spend more time reviewing – read the script aloud, visualise the transitions in your in mind, and reduce any overly complex language.
At Animara Studios, our team naturally understand these fundamentals:
◼️ Our Project Managers spend time during Client Onboarding understanding your USP and your brands tone of voice.
◼️ Your products key points are shown, not told. Creative visualisation allows your viewers to see themselves in your production.
◼️ Through iterative script revision, our script writers test and refine the language and visuals until you're completely satisfied.
If you found this article interesting, but haven’t already, read part 1, here.
