Not only is it possible to animate your advertising with the proven cartooning principles of squish and squash, but it works even better when you apply some of that same strategic animation to your business itself.

But to do that, we have to understand how Squish and Squash is related to exaggeration and visual impact. Here’s an excellent example I downloaded and swiped from Mark Kennedy’s brilliant blog:

Before Squash and Stretch

After Squash and Stretch

The difference is pretty astounding isn’t it?

Full alignment with the direction of movement + exaggeration of the line of movement.  And just to drive home the “exaggeration of the line of movement” part, take a look at this other swiped picture from a Willard Mullin download (also downloaded via Mark Kennedy):

What’s This Got to Do With Your Business?

First of all, understand that there’s the product or service you’re selling, and then there’s what you’re REALLY selling. Because unless you are hawking commodities at commodity prices, what you’re really selling goes way beyond product or service and get’s down to brand promise.

And the delivery of brand promise within your business is where you need all that alignment and strategic exaggeration.

Take Starbucks, for example. Did they really need to call their small, medium, and large coffees Tall, Grande, and Venti?  It’s almost kind of silly, isn’t it? The kind of thing that’s easily parodied.

But it’s also an exaggeration designed to make the names aligned with the brand promise (not to mention the brand prices). Same thing with the music, the decore, the ludicrous choices and special lingo for how you want your drink prepared, etc.

This kind of exaggeration and alignment takes guts precisely because it’s easy to make fun of. But the added profit makes it easy to endure the laughs : )

Bottom Line: the experience of whatever it is that you’re *really* selling could easily be improved with a little animation via alignment and exaggeration. You just need the desire and the guts to do it.

P.S. I apologize for the “brand promise” jargon. I generally try to steer clear of marketing-speak, but that was the only term I could come up with to get at the non-tangibles that allow a branded product to easily charge premium prices.  


  1. Isla McKetta on 06.29.2012

    I like this way of thinking about aligning details to tell the right story. It’s like a recurring theme in a good novel and how all the details should relate back.

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