When creating marketing messages and products, companies need to identify and cater to their audience. This means that they need to be aware of who their product is being marketed to. If the mission and goals of the company aren’t clear to their customers then they will go elsewhere. Animation gives you the freedom of unlimited possibilities and allows messages to be specific and unique.
In the recent Pixar film Inside Out, people noticed that there were changes to the film depending on where you saw the movie. In the US version, Riley the young girl doesn’t want to eat the broccoli spoon fed by her father. In the Japanese version, Riley doesn’t want to eat her green peppers. Why the small modification? Most of the time children in Japan do not like green peppers, whereas in the US children are known not to want to eat their broccoli. This small adjustment for cross cultural differences allowed for people in different regions of the globe to identify with the content.
By adjusting small details, the Pixar team was able to customize their content to suit their audience. Even minor adjustments like this are an important step to take. This movie made 28 graphic changes across 45 individual shots in the final film. That’s the beauty of animation, being able to craft your message with total freedom in order to truly connect with the target audience.