It’s clear to us everyone is looking for the best way to communicate to a mass audience.  With most businesses setting their sight on a global market problems can arise.

Thanks to software like Skype, communicating internationally is now quite easy.  However, the task of communication isn’t just about the ability to speak different languages but the ability to manoeuvre the nuances of different cultures.

 

When we think about the international communication challenge, we simplify it to a presentation in a room full of ten people. It’s incredibly useful to visualise your target market.

In business presentations no-one wants walls of text accompanied by someone reading bullet points directly from the presentation.  You could have all the charm of Robert Downey Jr but the audience’s attention will be lost.

Look towards the master of presentation, Steve Jobs and his Apple keynote addresses (check them out on YouTube).  Watching his keynotes you can truly appreciate the phrase “a picture's worth a thousand words”.  Text is kept to a minimum and it relies on stills and video.

This method might seem new and exciting to many businesses but it’s not new at all.  If you could go back in time thousands of years ago you'd find yourself in a dark cave along with a caveman looking at the wall.  On the wall a story is being told about a successful hunt in which three men caught two deer.  The incredible thing about this is that in modern day those old cave paintings require no translation.

When the Lascaux caves in southwest France were discovered in 1940 they were seen as a wonder to modern man.  All the simplified bite-sized stories on its walls told us so much about the people that came before us.  When you look at Steve Jobs presentations technology is clearly present but the core of the presentations are simple images that sell his product.

Using animation to communicate is not a new gimmick but merely a technological upgrade.  Animation has opened the door to primitive, universal communication and create an incredibly powerful marketing tool - a tool with no cultural limits.

 

Thoughts by

Daniel Waterman