Use of Colour
Colour is used sparingly but symbolically to guide emotional shifts in the narrative. The opening uses clean whites and plain black to reflect the milk industry’s aspects of sadness. I also used red on the label to convey danger. Then, as the truth emerges all colour becomes muted to reflect discomfort and sadness. After the cartons transformation, Plant-based alternatives reintroduce colour signalling hope and ethical choice. This strategic transition in colour supports the emotional arc without requiring complex visuals or animation.
Small Multiples Encourage Comparison
The milk carton character appears in several nearly identical scenes with small but important changes: smiling, then frowning, then turning toward other cartons. These repetitions help viewers compare emotional states and track progression easily. They also illustrate ethical change over time with minimal movement-supporting clarity and narrative flow. The repeating character becomes a visual unit of measurement for emotional and ethical change.
Narratives of Space and Time
Though the animation is only 30 seconds, it creates a clear progression: naivety to doubt to realisation to choiceto hope. Time is paced intentionally using static text screens to let the audience reflect, while physical movement is minimal but meaningful .
Layering and Separation
I used layering to convey emotional meaning without complexity. The thought bubble showing the calf is a symbolic overlay- a visual “layer” representing internal conflict. Text screens serve as separators, pausing the visual sequence and marking emotional beats. By keeping text and imagery visually distinct, I let each element stand on its own, enhancing clarity and rhythm.
Micro/Macro Readings
On a micro level, viewers may focus on individual scenes: a sad face, a symbolic fence, a line of text. On a macro level, the full narrative unfolds as a moral transformation. These layers of meaning allow viewers to engage quickly (surface emotion) or more deeply (ethical implication), depending on attention and awareness. The simple format supports both interpretations without overwhelming the audience.
Conclusion
By using Tufte’s design logic particularly clarity, emotional pacing, and repetition. I’ve been able to create a short but meaningful animation that communicates an ethical journey with minimal drawing and accessible tools. The visual strategy lets the audience connect emotionally while still offering space for reflection and interpretation.