You either love them or hate them but whether you like it or not, animated GIFs are here to stay. Sure, they can be overdone, an email packed full of them is a pain to look at, but when used sparingly, they can be pretty effective. So when is it a good idea to use an animated GIF?…
Love this from Complex magazine.
This fun Easter campaign from UK supermarket Waitrose uses animation to draw attention to the call to action – a cute easter chick comes over and pecks the CTA button.
Here’s the animation:
The rest of the design features a strong hierarchy, and whilst there is a lot of content, it’s easy to scan and read the content.
Gap Europe’s last minute Christmas campaign features an interesting animated GIF – depicting a present being unwrapped, and revealing the latest order times to ensure delivery before Christmas. Whilst usually it’s advisable to avoid locking such important information within the frame of an animated image, the animation makes the campaign engaging and therefore communicates the message effectively.
Here is the animation from the campaign:
This one day discount campaign by Boden uses a subtle animation (see below) to support the main campaign headline, and also uses simple, easy to understand copy to communicate the message quickly.
This is the animation: