Keep it Simple: Why Animation Only Works When You Know What You're Trying to Say

We’ve all seen it videos packed with every possible product detail, every process step, every “crucial” fact. The result? Viewers walk away remembering nothing. The core message gets lost in the noise.

Here’s the thing: if everything is important, nothing stands out.

As an animation studio, we know how powerful visuals can be. Animation lets you say more in less time. You can combine voiceover with icons, diagrams, and scenes that would cost a fortune in live action. But just because you can show more, doesn’t mean you should.

Or, as Dr. Ian Malcolm put it in Jurassic Park:
“They were so preoccupied with whether or not they could, they didn’t stop to think if they should.”
(He wasn’t talking about explainer videos, but hey—it applies.)

The best animations focus on a single story. One message. That’s when they’re memorable, effective, and worth every second of the viewer’s time.

Speaking of time, you’ve usually got 2–3 minutes to make your point. After that, most people switch off. Wistia found that videos under 2 minutes get the best engagement. Once you cross that line, attention drops fast.

So don’t cram everything into one video. Break your messaging into parts. Make it bitesize. Whether it’s for health & safety, e-learning, or advertising—simplicity is your best chance at being heard.

Animation can absolutely do the heavy lifting. Just don’t ask it to carry too much.

From your friendly neighbourhood animation studio in Stoke-on-Trent.