The unofficial GIF help guide for marketers
Recently our team went from two to one hundred, yes that’s right, our little ol’ startup was acquired and as exciting as that is, we were freaking. All of a sudden our un-written design rules had to be somehow shared with a huge global design team. Our design methodology now had to be explained in writing… when one of our rules was literally just a hand gesture.
To add to the kerfuffle, the new team were undergoing a complete re-brand, suddenly the designs we were creating had to be explained, have meaning and be noted in a formal document.
Anyone who has worked in a start-up or in a team with very little budget will understand it’s all about the output, hustling and making good use every spare second. If by some miracle there is a spare moment, a marketer will spend this valuable time planning, reviewing and brainstorming — unfortunately these rank far higher than a style guide.
Myself and my marketing-partner-in-crime, Ashton Ghion, are very passionate about design. When we were asked about our GIF animations, it quickly became obvious we needed to become a bridge between the marketer and the designer.
Marketers can see when something isn’t quite right, they might not be able to pin point exactly what, or have the appropriate design language to explain. So here are some tools to spot what’s actually bothering you in a piece of creative, without using up valuable revisions, leaving the designer lost or just giving up and sharing a piece of creative that neither you or the designer are 100% happy with.
Here are a few animation/motion basics and a general guide on how to effectively use text, imagery and icons when creating a GIF.
GIF Motion
Loop
The increased popularity of GIF animations is largely due to their entrancing nature, they capture viewer attention in the static, text heavy online world. Looping animations within a GIF is critical to its success, therefore looping should be used whenever and wherever possible.
Easy ease
Easy ease should be used on any and all motion elements. Easy ease mimics natural movement in the real world. The stop & start of an animation without easy ease is unnatural and therefore can be jarring to viewers.
GIF text
Text must have clear space
To ensure legibility is preserved with all text elements within a GIF, always leave clear space of at least 10% from the edge of all borders. Again, these are our best practices, spacing should be adapted to your branding, ensuring spacing is consistent across all collateral.
Word limit
GIFs should not contain any more than 10 words on a single frame. To allow for appropriate viewer reading time, if any more than 10 words at once, the animation will be static and loose viewer attention.
GIF Art
Color
Use primary colours to emphasise information, considering legibility of graphics and text.
Imagery
Icons and hero graphics are both effective visual tools, however, only one style should be used within the tile to maintain a bold, sophisticated voice and avoid clumsy, competing visuals.
DON’T: Create competing visuals with icons and a hero graphic
Composition
Create a visual balance by arranging graphic and text elements with negative space, allowing the eyes to focus on important information.
Don’t: Clutter content, forcing elements to compete and preventing the message being absorbed.
Accessibility
Small elements such as buttons that only take up a small percentage of the overall GIF might be acceptable, however excessive flashing within an animation may cause harm to those suffering neurological disorders.
Empowering marketers will help create a beautifuly designed online world we all want.
So to the analytic marketer out there that’s loves design and wants to provide feedback, hopefully you can create the perfect GIFS you love and get back to what you do best!
