Most established companies have a distinct brand identity that connects with their mission and values. Brands often have specific colors, font types, and recurring visual elements that appear in their promotional materials. This helps familiarize customers with the brand identity, and will often want a style that supports these elements.
Audience
Who are you trying to attract? When targeting younger kids, use playful colors and characters that will keep them interested. Looking to attract millennials? Try something modern and flashy. You should also consider the tone of the video. For example, using a playful style for an advertisement about a cancer foundation would be in bad taste. However, a more elegant and simple style would allow the viewer to grasp the seriousness of the topic while still being visually appealing.
Subject
Next, you should consider your subject matter. Is it a physical object, a service, or perhaps a personal art project? Your chosen animation style should serve to complement and elevate your end goal with the video. For example, if advertising a new power drill, you may want a graphic style that reflects strength and durability. For a service like personal training, perhaps focusing more on desirable health and lifestyle goals will be more effective. The aesthetics of the animation can be adapted to fit just about any subject matter.