In this series, we are exploring the production decisions which need to be considered when making videos for your products. Video, as a combination of audio and visual, gives you multiple ways to present your message. Understanding the options available to you, and the time/money/engagement implications of each, will help prepare you for your first meeting with a video producer.
Today we are going to discuss using graphics in your product videos. You are already aware that graphics can be added to a video to introduce information to your audience. What I would like to focus on in this article are the considerations to be made when including them yours.
Planning for Graphics
The inclusion of graphics and animations should be part of the planning process. When writing a script, it should be noted in what manner the information will be imparted (a future article will discuss the methodology of going from idea to script to shooting). By knowing that a graphic will be included in a scene, the videographer can frame the shot appropriately. And if an animation is desired, the producer can discuss with you the amount of time it will take to create and, thus, the impact to your budget.
Repurpose Existing Graphics; Reinforce the Brand
Arguably the most important reason to include graphics in your product video is to reinforce your brand image. You already have graphic files for your company name and wordmark. Your colors have been defined. You may even have a style guide which dictates the size and relationship between different branding elements. Put those to use in your videos for brand conformity!
When planning your video(s) with a producer, you may wish to introduce her to your Creative Director/Graphic Designer so that they may begin coordinating the transfer of assets. Certain graphic file types lend themselves better for use in video (e.g. vector files such as .ai, .eps). Those conversations may be too technical for you, but your Creative Team speaks the language and curates the asset library. There may also be times where some of the work of creating additional graphics can be done by your own internal team (who are already salaried) in collaboration with the producer, thereby guaranteeing cohesion AND saving you some money.
Visually Engaging/Enhancing
Graphics are an easy way to add visual appeal to what may otherwise be a bland presentation. When animated (changing or moving over time), they trigger our brains’ natural inclination to notice movement. Using the same colors found in your logo and other branding assets helps solidify the relationship between the video, the product, and your company. And, of course, they offer another layer of creativity to tell your product’s story.
Additional Info
The most practical reason for including graphics is adding another layer of information to your videos. Text can supplement a voice over or it can be the primary source of information. It has occurred on more than one occasion that a client has kicked a draft of a video edit up the ladder only to be told that something important needs to be clarified. Notating a video with text during editing will spare you from costly reshoots!
In our next article, we will talk about the three most important things about shooting your video: location, location, location! As always, please share your thoughts in the comment section below.
You must be logged in to post a comment.