Animation is a method of capturing successive drawings, models, or characters to create an illusion of movement. By making minute changes to still images then displaying them in rapid fashion, animators create animations. Because our eyes can only retain an image for 1/16th of a second, when multiple images appear in fast succession, the brain blends them into a single moving image. 

This form of multimedia is naturally engaging, ranging from training videos to product demonstrations to pharmaceutical mechanisms of actions. Effective animation can be cost-efficient and effective, conveying a message or messages in a catchy, easy-to-remember fashion. This greatly increases initial impact, and with this historically comes greater investment, as well as more accurate time allocations for development.