Ever wondered how animated characters can evoke such deep and genuine connections with us?
The magic lies in an animator’s ability to breathe life and personality into not just characters, but even lines and shapes, transforming inanimate drawings, making them feel real and relatable. This skill is even more important in today’s digital and AI-driven world.
Disney’s 12 Principles of Animation illustrate this best.
From the elasticity of squash-and-stretch movements to the tension built through anticipation, these subtle techniques create strong, visceral connections with the audience. When executed successfully, animation becomes a powerful tool for storytelling and your brand.
A telling stat from Raw Pictures outlines that viewers retain 95% of a message when received through a piece of video content, compared to 10% when reading a communication.
A substantial 71% of consumers are more likely to recommend a brand if they feel an emotional connection to it, emphasising the role of emotions in fostering brand loyalty.
At Designhouse, we often use Disney’s 12 Principles of Animation to create captivating, emotionally driven content that connects with audiences.
In this article, we wanted to spotlight the following three principles:
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Squash & Stretch
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The Arc
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Anticipation
By mastering these principles, our team crafts animations that do not just move, they resonate. From brand stories with a core heart to dynamic explainer videos communicating a mission, we create work that leaves a lasting impression and a strong identity.
Together with our client partners, we take initial concepts, brief in core values and purpose and deliver emotionally driven motion content that serves a greater purpose:
Squash & Stretch
The Squash & Stretch principle is a technique used to add movement, energy and character to motion.
This principle can be subtle whilst delivering a unique expression, giving text and visuals a sense of weight, flexibility and impact. The more natural and organic a movement feels, the more a brand can benefit from becoming more relatable and emotionally connected.
What feeling does this communicate?
Fluid, expressive motion enhances storytelling, allowing audiences to connect and relate to action and reaction. Whether it’s a squashed bouncing ball or a stretched font style, the Squash & Stretch principle can breathe life into a brand.
The Arc
Designhouse uses The Arc principle to ensure every movement feels fluid, natural and emotionally engaging. In real life, motion follows curved paths – not stiff, straight lines. By applying arcs to character actions, gestures and objects, we bring a sense of realism and flow to every frame.
How does this drive the narrative?
Animations feel lifelike, helping audiences connect emotionally with the story. From a subtle head tilt to a sweeping hand gesture, arcs add personality, believability and depth – turning movement into emotion.
Anticipation
At Designhouse, we use the Anticipation principle to construct stakes and a sense of immediacy and engagement in our motion work.
By building tension, the Anticipation technique keeps an audience hyper-focused and hanging on for the next movement, delivering impact and landing a message with gravitas.
What impact does this leave?
Anticipation goes beyond simply smoothing out motion – it builds excitement, tension and emotion, pulling audiences deeper into the narrative. It transforms basic movement into meaningful storytelling.
Don’t just move, connect
Together with Designhouse, create animations that don’t just move – they connect, allowing your brand identity to thrive and your mission to resonate.
Turn your ideas into motion that matters by contacting our team today.