“In a busy setting, do animation and sound in particular distract viewers from absorbing your messages, or do they help to draw attention? How much is too much?”
Sound and animation can be effective in attracting viewers, but there is a fine line before it becomes annoying to the viewers. This is especially true with sound. Be careful with high tones and repeating loops that will annoy the static audience that lives near the endpoint. These people may not be your target audience, but they will complain to your customer.