By Janill Jardiel, Motion Designer
Animation can involve hours of refining composition, character and selecting the right subject matter, as any designer would with their project. Making sure even the finest details are considered. Yet one part of the experience is often overlooked. It’s something that can influence how the experience is received despite what’s happening on screen. That very thing is sound.
Like motion brings life to stills, sound brings life to motion.
It’s easy to think of sound as the final touch, something that’s added once an animated piece is done. In truth, it plays a huge part in storytelling. It shapes pace, carries emotion and adds another dimension to motion. A subtle rhythm or a jingle completely changes how a film, advert or social media post is remembered by people.
When was the last time a video on social media genuinely caught your attention? You don’t just remember what it looked like, you remember how it made you feel. It’s possible that sound played a part in giving you that feeling. When visuals and audio work together (and done well) they create an experience that’s more impactful than either could achieve alone.
As Genoa Black’s motion designer, I’ve enjoyed thinking about sound more intentionally. It’s one thing I look forward to playing with once I’ve established the core structure of an animation. However, it needs to have purpose and it must fit well with the project. Much like choosing a typeface when designing a brand identity. Sound is there to elevate not to compete.
The opportunity.
Sonic branding goes beyond than a catchy tune. A well-considered set of audio cues builds familiarity over time, and this is powerful for a brand. In a digital landscape where brands increasingly communicate through motion, sound deserves a spot alongside a brand’s wider toolkit.
Not every piece of motion needs an elaborate soundtrack. Sometimes silence is a voice in itself. The important thing is that sound becomes a conscious design decision rather than an afterthought. The best examples of animation I’ve seen don’t just engage visually, they create an experience that people feel.
