Video and animation can do wonders for your business because they grab the attention of your potential customers. The formula is simple – grab their attention, then impart your message. But low quality media can confuse or obstruct your message and reflect negatively on your company. So in distributing this bad media, its not just a waste of time and money, it could actually be hurting your business.
Aesthetically Speaking
Aesthetics are evaluated differently by each person. To a trained artist, media could be interpreted as “bad” due to his/her evaluation of the aesthetics. To the average person, these aesthetic defects may not be consciously apparent. However, brilliant aesthetic achievement can make a grander impact on your viewer, strengthening your message. We’d like to argue that aesthetics play a large role in the success of a media campaign but do not necessarily hurt the business. This is in contrast to technical achievement of the media. We will define technical achievement as the measurement of success in visual clarity, readability, audio clarity and other physically measurable technical aspects. Bad technical achievement speaks loudly and IS bad for business.
Visual Clarity
If producing a marketing video for your company, there are a few things to consider. Start with how you plan to use the video (TV, web, presentation, DVD etc.). Different delivery methods require different planning, such as type of camera, video resolution, framing, etc. Lighting is very important. No matter what type camera you use, having enough light is critical to producing a quality video. Choose a location that is relevant to your content. Find a spot that is isolated from distraction – a studio is ideal. Hire a professional talent for any necessary speaking or acting roles. Bad, unprofessional performances can confuse or distract from your message.
Readability
Animation is very common in marketing videos, either as standalone or layered motion graphics and text. Timing is everything. It is important to allow enough time to read the information or to see the visuals that are being presented. Care should be taken when considering what imagery or design is behind text in your video. Too much text can also confuse the viewer and take the focus off your message.
Audio Clarity
Most videos have some type of spoken word, on or off camera. Here again, using a professional talent will ensure the verbiage is delivered loud and clear. Annunciation is critical. It is important to use a quality microphone. Choose a location that is away from background noise which can make your video seem sloppy and can make the message difficult to hear.
These tips are meant as advice for any business thinking of producing a marketing video. They hopefully will allow you to plan and budget for the proper tools to execute your production. Ultimately, hiring a professional video producer should take care of these technical concerns and add an aesthetic that takes your media to the next level.
The R.E.D. Team
www.rapideyedigital.com
www.rapideyedigital.com/blog
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