2D ANIMATION DESIGN GUIDELINES FOR COMMUNICATION ON THE TIKTOK PLATFORM: A CASE STUDY OF THE ANIMATION “CHIWIT NGONG NGONG KHONG JENNY”

Abstract

This research aimed to study the design process and storytelling strategies of animation on TikTok, analyze design factors related to audience responses, and propose design guidelines for short-form animation communication on social media platforms. The animation series “Chiwit Ngong Ngong Khong Jenny” was used as a case study. This qualitative study analyzed 10 animation clips, 200 audience comments, and data from an in-depth interview with one creator.

The findings revealed that the case study animation used everyday situations involving family members and pets as the core of its storytelling. The stories were presented concisely, introduced key situations at the beginning of each clip, and used comedic timing, real footage, or memes to make the narrative quickly understandable. The characters were designed with simple lines, reduced details, and clear emotional readability, while voice acting and editing rhythm helped enhance the comedic effect. The analysis of audience comments showed that comments on the storyline and emotional reactions formed the largest group, with 78 comments, accounting for 39.0 percent.

The interview data indicated that this design approach was connected to the production conditions of an individual creator. Since each animation clip required approximately 4-10 days to produce, the creator used simplified character design, screen recording techniques, and mixed-media editing to reduce the production process. Based on all data, the study synthesized five design guidelines: everyday-life storytelling, simplified character design, voice and editing rhythm, vertical-screen composition, and off-platform extension of the work. The new contribution of this study is an adaptive form of animation design for short-form video platforms.