Choose for the message
Character animation is useful when emotion, behaviour and human situations carry the story. Motion graphics excel when systems, data, products or abstract ideas need to become visible.
Most good films mix techniques
A project can use characters for connection, diagrams for explanation and typography for emphasis. The right answer is often a thoughtful combination, not a category.
Let the distribution channel shape it
A presentation opener, paid social cut-down and two-minute website film ask for different pacing and detail. Decide where people will see the work before committing to a style.
A useful next step
Before commissioning the work, write down the one thing the audience should understand or do differently. That sentence gives the creative conversation somewhere honest to begin.