2D vs 3D Product Videos: Which Animation Style Fits Your Brand Best?

If you found this blog while thinking about making a product video for your company but aren’t sure which format to go with, welcome, you’re in the right place. We’re Motion The Agency, a motion design studio that lives and breathes product videos. Whether it’s 2D, 3D, or something in between, we help brands turn ideas into visuals that connect and convert.

There are three main styles when it comes to product videos: live action, 2D animation, and 3D animation. Since we specialize in motion design, we’ll focus on the two animation formats, and break down what makes each one work, depending on your goals, style, and budget.

In general the key difference between the two styles is the movements. 2D animation is  two-dimensional visuals where characters and objects move across the X and Y axis. On the other hand, 3D animation is animation that uses 3D space (X, Y, Z) to create realistic visuals and a sense of depth.

Both styles work really well for product videos because animation lets you show things that would be impossible to capture in real life. It makes it easier to explain complex features and how the product actually works, in a way that's clear and engaging.

But, let’s dig deeper

Why animation works for product video

As we have mentioned, animation help simplify complex ideas or working feature by showing it in a way that might be impossible with a live action. For example animation can help show the inner workings of a car while the car is running, but in a live shoot, that might be impossible.

Not to mention, animation is often more affordable than a live shoot. You don’t need to worry about hiring talent, booking locations, or renting gear. You can just focus on the visuals. Plus, live action takes longer to plan and produce, which isn't ideal if you're working with tight deadlines.

2D animation and 3D animation are both quite different from one another, meaning they probably have different reasons on why they work as a product video format.

Why 2D Works

Best for: Startups, SaaS explainers, budget-conscious brands

One thing 2D animation really has going for it over compared to other product video formats is the cost. Out of the three most common styles, live action, 2D, and 3D, 2D animation is hands down the most budget-friendly. So if you're looking for the most cost-effective option in terms of ROI, 2D is probably your best bet. On top of that, it also takes the least amount of time to produce, which makes it a great fit for companies working with both tight budgets and deadlines.

But it’s not just about cost and speed. 2D animation also shines when it comes to storytelling and concept-driven narratives. Its stylized look makes it feel more personal and emotionally engaging. When done right, 2D can tap into nostalgia and help your message hit harder, especially if your brand is leaning into human connection or emotion-driven messaging.

Why 3D Works

Best for: Product launches, tech, medical, industrial, architecture

If we're talking purely visuals, 3D animation delivers a modern, polished look that aligns well with today’s design trends. It’s sleek, colorful, and immersive. Since the product is rendered in a 3D environment, you get more flexibility with movement, angles, and lighting. The result is a video that feels dynamic and high-end.

Another big advantage of 3D is how well it showcases physical products and prototypes. You can simulate real-world details, disassemble parts, or cut the product in half to explain key features, all without ever touching the actual item. This makes 3D a powerful tool for products with complex inner workings or premium design details that are hard to capture on camera.

We also covered this topic in more depth in our blog, “What is 3D Animation?”. Give it a read if you’re looking for a deeper breakdown of how 3D works and how it fits into different content strategies.

Can We Combine Them?

Well, yes. There is a style called hybrid animation that combines both 2D and 3D to create a more dynamic and flexible format. This approach is often used by brands that want to showcase their product in a polished 3D style but still keep the simplicity and cost-effectiveness of 2D animation.

In hybrid animation, designers might use 3D models to highlight the product itself, giving it realistic lighting, movement, and depth, while supporting elements like text, icons, or storytelling scenes are handled in 2D. This not only keeps the visuals engaging, but also helps control production time and budget. It’s a great way to get the best of both worlds without fully committing to the complexity of a full 3D pipeline.

Techniques of 2D and 3D Product Animation Video

One thing we’ve picked up after years in the motion world, especially when it comes to product videos, is that certain styles and techniques keep popping up again and again. You start to see patterns. These approaches have basically become staples, and chances are, you’ve seen them too. So here are some of the most common ones we use (and love) when crafting animated product videos.

2D Animation Styles and Techniques

• Whiteboard Animation: This one mimics someone sketching the visuals on-screen in real time. Super simple, often black-and-white, and straight to the point. It feels like you're being guided through the concept step by step.
  • Best for: Educational content, internal training, or anything you need to break down clearly
  • Why it works: It's personal, low on distractions, and super easy to follow.
• Kinetic Typography: This one's all about animated text moving in sync with voiceover or music. It’s supposed to be bold, dynamic, and built to highlight key phrases or calls to action.
  • Best for: Social content, fast-paced promos, or messaging that needs to stand out
  • Why it works: It holds attention and adds energy, especially when you're not using heavy visuals.
• Flat Animation: This is the go-to for modern 2D look. Clean shapes, bold colors, no gradients or textures. You’ll see it in a lot of SaaS videos and product demos.
  • Best for: UI/UX walkthroughs, app explainers, tech brands
  • Why it works: It keeps things simple and sharp. Easy to produce, budget-friendly, and super adaptable for web, mobile, or social.

3D Animation Styles and Techniques

Interestingly enough, while working on this piece, we realized something. In 3D product animation, a few styles consistently show up, but there aren’t really official names for them. So the ones below are terms we use in the studio to describe these common techniques.

• Cutaway 3D Animation: This style shows the product sliced open to reveal what’s going on inside. It’s especially popular for tech, hardware, and engineering products where the internal components are just as important as the exterior.
  • Used for: Tech devices, machines, anything with internal mechanisms
  • Why it works: It helps explain how the product functions without physically taking it apart, making it super useful for demos, pitch decks, and launch videos.
• Floating 3D Animation (Part of the beauty shoot): Here, the product is placed in an abstract or empty space, usually floating, to focus attention on its design and surface details. It’s often part of a larger visual sequence that feels premium and stylized.
  • Used for: Packaging showcases, luxury items, pre-launch teasers
  • Why it works: It’s a clean and controlled way to highlight the look and feel of a product, especially when the physical version isn’t ready for a live shoot.
• Exploded View Animation: This takes the product apart into layers or pieces to show how it’s built. Think of it like a technical showcase, but animated.
  • Used for: Engineering visuals, product manuals, technical walkthroughs
  • Why it works: It helps highlight components that might be overlooked and gives a deeper understanding of how the product is built.

So, which one should you choose?

Well the truth is the answer is in your hands, us just like any other agency can only advice you on what we think fits your company best, but ate the end of the day you know your company best. There’s no one-size-fits-all when it comes to product videos. Every company is different, and every project has its own goals, audience, and creative direction. What works perfectly for one brand might fall flat for another, so choosing the right format really comes down to what you're trying to communicate.

Before jumping in, take a step back and ask yourself what the actual goal is. Are you trying to build trust, explain a complex feature, or create something visually stunning? At the end of the day, this is an investment, and the best choice is the one that brings the highest return for your specific objective.

In Motion The Agency We Have Workflows That Fits Your Need

We get it, not every team has the budget or timeline for full 3D animation, even if their product is a great fit for it. That’s exactly why we designed our subscription packages to be flexible and budget-friendly. If you’re aiming for a product video that includes 3D animation, we usually recommend the Premium or Enhanced plan. In fact, the video breakdown you saw above is from one of our clients using the Enhanced package, which shows what’s possible when you combine creative flexibility with the right tools and support. Let us know what you’re aiming to create, and we’ll help you pick the right plan to make it happen.

Premium

The Premium Plan is made for big moments, whether you're rolling out training content, launching multiple product videos, or managing large-scale creative campaigns. At £4,880 per month, you get 260 credits to use across high-value design and animation work.

It includes everything from complex 2D and 3D animation to UI and graphic design and storyboard planning. Basically, all the tools you need to bring detailed, high-impact visuals to life.

You’ll be backed by a dedicated team of three expert designers or animators, and your work is always treated as high priority. That means fast turnarounds, fewer bottlenecks, and a team that’s locked in on your vision.

Expect unlimited revisions, 24/7 support across time zones, and same-day responses to keep things moving. You’ll also get calendar scheduling and monthly reports so everything stays clear, organized, and on track.

Enhanced

The Enhanced Plan is built for serious growth, deal if you're rebranding, scaling fast, or prepping to raise investment. Priced at £7,640 per month, it gives you 460 credits to fuel high-level creative and dev work.

You get everything from the Premium Plan, plus extras like prototyping, design system support, and full website development. It’s made for teams who need end-to-end execution, not just visuals.

You’ll be paired with a dedicated team of 3 to 4 expert designers and animators, all working on high-priority status. That means faster turnarounds, top-tier focus, and support that actually keeps up with your pace.

Expect unlimited revisions, same-day responses, and full 24/7 timezone coverage. You’ll also get calendar-based scheduling and monthly reporting, so everything stays clear and on track.

But, Why Companies Prefer Animated Product Videos Nowadays?

Simple. They work,  and they work across the board.

First off, they boost engagement big time. People remember visuals way better than plain text. In fact, viewers retain around 95% of a message when it’s delivered through video, compared to only 10% when reading. That’s a huge win if you're trying to simplify something complex or make your message stick.

They also build trust and brand recall. When your video nails your visual identity and tells a story that connects, people remember it. Animation makes your brand feel more polished, more consistent, and way more memorable.

And the best part? You can use the same video across your entire funnel. From product pages to email flows, social ads, or even in-app walkthroughs, one solid piece of content can scale across every platform and still hit hard.

Final Thoughts

Animated product videos is everywhere lately, and that is understandable. Animated product video help your company cut costs on life action shoot and talents fees, not to mention their production time is much shorter than a life action production.

Whether you go with 2D, 3D, or something in between, animation is one of the most effective ways to bring your product to life. It helps simplify complex ideas, grabs attention fast, and gives your brand a visual edge that sticks. More than just making things look good, a well-executed product video can boost engagement, clarify your message, and drive real business results.

At the end of the day, the right style comes down to your specific goals, your timeline, and what your audience actually responds to. There’s no single right answer, but there is a smart choice for your brand. If you're clear on the story you want to tell and the experience you want to create, animation gives you the tools to make it happen.

If you’re exploring ideas for your next product video, feel free to check out our animated product video services or book a quick call, happy to chat through what might work best for your brand.