Having a 2D animation made

For explaining a process, service or idea, 2D animation is almost always the ideal starting point. It offers the perfect balance between getting the message across, production speed and budget.

But "2D animation" is a broad term. A clean explainer video with icons and text is 2D. A rich animation with characters walking through a world is too. And everything in between. The style determines how the video comes across, how long production takes and what it costs.

In this article I explain which 2D styles exist, when to choose which and what you can expect.

What actually is a 2D animation?

First the basics. A 2D animation is a moving image in two dimensions, so flat. No depth as in 3D, no real footage as in film. Everything is drawn, designed and animated on a flat plane.

That may sound limiting, but the opposite is true. Precisely because everything is drawn, you have total creative freedom. You can visualise abstract concepts that you could never film. A data flow through a system. How a law works. The feeling of a brand promise. Just try that with a camera.

Three styles, three price ranges.

We work with three 2D styles. Not because we made them up, but because after hundreds of projects we find that almost every request fits one of these three.

Educational

The most functional style. Think icons, typography, charts and simple movements. No characters, no complex scenes. Purely focused on conveying information clearly.

We use this style a lot for internal communication, e-learning and explainer videos about processes or legislation. The animation we made for the Municipality of Rotterdam about NIS2 is a good example. Businesslike, to the point and in the client's house style.

Starting price: €2,500 excl. VAT for one and a half minutes.

Standard

This is our most popular style. Richer than educational, with characters, scenes and more visual depth. The animation feels more personal and suits both internal and external communication.

Most of the animations you see in our portfolio were made in this style. From the Municipality of Ede to Erasmus+. It is the sweet spot between look and budget.

Starting price: €3,500 excl. VAT for one and a half minutes.

Plus

The premium variant. Complex character animation, detailed backgrounds, cinematic movement. This is the style you choose when the video really has to stand out. For brand films, campaigns or product launches where you do not want to compromise on visual quality.

Starting price: €5,000 excl. VAT for one and a half minutes.

When do you choose 2D?

Actually the question is rather: when do you not choose 2D? Because 2D is almost always a good choice. But there are situations where it really shines.

When the subject cannot be filmed. Legislation, data processes, software, organisational structures. You cannot point a camera at them, but you can draw them.

When you need the video in several languages. With 2D animation you replace the voice-over and, if needed, the on-screen text. The animation itself stays the same. That is a fraction of the cost of a new film production per language.

When the video needs to last. A 2D animation is not tied to a presenter's clothes, hairstyle or age. Changing your house style? Then we adjust the colours. New logo? No problem. We keep all project files for 5 years.

When the budget is limited but the quality is not. 2D animation is usually 20 to 40% cheaper than a comparable 3D production, and you do not need a filming location, actors or equipment.

2D versus 3D: when do you choose which?

We are sometimes asked: should it be 2D or 3D? The answer depends on what you want to show.

2D is stronger when you are telling a story, explaining a concept or conveying a feeling. It is more abstract, faster to produce and more cost-efficient.

3D is stronger when you want to show a physical product that needs to be seen from all sides. A machine, a building, a technical component. That is where 3D wins on realism.

And then there is the hybrid variant. We sometimes call it 2.5D. A 2D animation with 3D elements built in. A product rotating in an otherwise 2D environment. A technical component you see from the inside while the rest of the video is flat. Or a building that rises spatially in an otherwise drawn world.

The advantage: you get the visual depth and realism of 3D where it matters, without the full production cost of a pure 3D animation. The rest of the video stays 2D, which makes production faster and more affordable. In practice, this is one of the smartest choices you can make if you want impact without the budget of a full 3D project.

How does the process work?

The process for a 2D animation is fairly straightforward. After a short briefing call we write the script, which you give feedback on. Then we make a storyboard so you can see what the animation will look like. After approval we record the voice-over and start animating.

Lead time: on average 3 to 5 weeks after the final script is approved. It can be faster for rush jobs.

We have feedback moments for the script, the storyboard and the first animation version. In practice two rounds are enough. Not because we discourage feedback, but because we are already aligned early in the process.

Curious what it could mean for your organisation?

We have a free cost calculator that lets you calculate the cost yourself based on style, length, voice-over and extras. No quote request needed. Just fill it in and you know where you stand. Or give us a call: +31 318 240 092. We are happy to look at which style best suits your story and budget. You can of course also email hallo@explainit.video.

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Bas van Maanen

Founder of Explainit

Bas is the founder of Explainit, an animation and video production company in the Ede region of the Netherlands. With more than 15 years of experience in animation and video production, he has completed hundreds of projects for clients such as KPMG, Erasmus+, the Municipality of Ede and Yellowtail. Explainit deliberately works with a compact team and brings in the right specialists for each project. That keeps lines short, quality high and rates fair. Questions about this article, or curious what video could mean for your organisation? Feel free to get in touch.